Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?

A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.)." They start quoting lines, excitedly taking you through the plot. You're hanging on their every word. Seems like cinema doesn't get any better than this! So you run out and plunk down $10 to see the movie. And what do you discover? That this is "just another movie"... mildly entertaining, at best. Next time this friend starts crowing about another fantastic film, you're not so willing to listen. In fact: you'll never go to another movie on their recommendation again.