I've been hearing about this film for so long that I would have sworn it was out on video already. Yet when I saw the spot again today the graphics flashed "opening this week". Hollywood believes in building anticipation. They know great buzz before the opening goes a long way to ensuring box office success.
It's not just in big bold advertising campaigns either. It occurs in more subtle ways. An NPR report a few years back discussed how Universal funded dinosaur digs just so they'd be able to announce a new find each time the latest iteration of Jurassic Park was released. They obviously left no stone, or bone, unturned in finding publicity for their film.
Whether it's a one-day concert, a five-day broadway touring run or a four-month exhibition, look for your own opportunities to build excitement before the opening.
If John Legend is coming to your venue the week before the inauguration, remind a local reporter how much work he did on the election trail for the Obama campaign. When you bring in German artists' work from the post-cold war period, find German ex-pats that have relocated and can talk about the effect that period had on their lives.
Unless you have a Hollywood ad budget (and even if you do), spend some time in advance and find connections you can talk about with the media.
Do it and watch the anticipation build.
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