Studio/Marketing speak: Is...
..."we have already commissioned the script for the sequel" the new "we are spending millions in marketing as we have faith in this film"?
I am hearing the former statement more-and-more nowadays and can't help but smile.
Reason being, both statements are full of crap. Studios, especially in the past ten years, have been telling the public they have spent millions on marketing but that is sh*t. It is basically a write-off for some studio big-wig to pay for his island somewhere. Since the internet through word-of-mouth are now doing most of the marketing work for them - the studios are saving a fortune so now they have come up with the new marketing slogan.
These statements are just smoke and mirrors to make the geeky film public out there they are putting out a superior product.