Hype can be a dangerous thing, and often a double-edged sword at the very least.
As movie fans, we all know how it works. The people involved in the latest big-budget blockbuster say all of the right soundbites, promising things we've never seen before or in the case of franchises that 'this will be the best one yet'. Unsurprisingly, a lot of the time it all boils down to hyperbole and little else; just think of how many heavily-marketed movies have been hyped up beyond belief only to fail spectacularly in their attempts to live up to expectations.
Of course, there are plenty of projects that have lived up to their billing. The Avengers, Star Wars: The Force Awakens, War for the Planet of the Apes, Wonder Woman and many others have delivered exactly what they promised, but not every movie gets to be so lucky.
Some come riding a wave of Internet buzz, goodwill generated by previous entries in a franchise or get talked up as potentially game-changing events, only to leave audiences across the world disappointed when it turns out that they simply couldn't live up to the hype.
I don't do social media, so like or follow me in person but please maintain a safe distance or the authorities will be notified. Don't snap me though, I'll probably break. I was once labelled a misogynist on this very site in a twenty paragraph-long rant for daring to speak ill of the Twilight franchise. I stand by what I said, it's crap.