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So, in regard to the title of this blog post... My friend, esteemed colleague, and knowledgable film critic/writer Peter Sobczynski brilliantly touched upon this phenomenon recently in one of his recent reviews, and I'm going to touch upon it here. In the past few years there has been an incredible (and annoying) effort by many studios (Hello NEON? Hello A24?) to hype the hell out of soon-to-be-released horror/suspense films by creating incessantly strange ad campaigns, that