DaVinci’s Hype Machine Includes Withholding Sneak Peeks

Ordinarily, when a movie is released without critics being given an advance screening, it’s because the product is so mind-blowingly awful that the studio doesn’t want to give the press a chance to bad-mouth it before the first weekend’s receipts are in. But for the producers of The DaVinci Code, who have raised hype to an art form in the months leading up to this weekend’s premiere, the withholding of advance screenings is all about building the suspense.