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It was pretty obvious from the stories coming out about what happened on-set that this movie wasn’t going to live up to hopes and hype. All the crazy on-set stories served the purpose to create an appetite in movie go-ers so deep that they wouldn’t care about the reviews, which probably the producers had a pretty good feel wouldn’t be great. At a certain point, it became pretty obvious that the studio was trying hard to get people excited for the movie that it seemed like a pre-emptive protesting too much.

If you have a good product, you don’t need those stories before it comes out (much less the over-the-top amount being disseminated). You trust your marketing team to do a good job through traditional means (which by the way, the trailers actually were pretty good for the movie) and allow the reviews and audience word of mouth to push people to the theater. And then you tell those on-set stories later to help keep momentum going and feed your new fanbase that is wanting more.

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