Don't forget, in Hollywood, the more you reveal, the less it's worth.
What do I mean? Think of a big blockbuster guaranteed-to-be-loved project. What kind of promotion did they have before the fact? Practically none. You can just go with a title and "go see it". No details, no plot, nothign is really revealed.
This production is revealing way too much- almost like they're trying to "pre-create" it. If they make people believe it exists, maybe it will. Nothing they have done, from the stealth fan tactics, the bogus polls, the arrogant statements- seems to suggest confidence. It looks more like the old "fake it 'til you make it" attitude.
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