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And to think they could've avoided all this and just put Sam on the poster...
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Well, if you think about it, all this talk and gossip is
good for them. Here we are, all speculating, which means that, even though we would see it anyway, people would wouldn't might say "Oooo, intrigue" and go see the movie. It's all part of their advertising. This attracts attention, which is what they want, isn't it? I mean look at us: entire threads devoted to the one poster!