How many people have gone to see a show because they have gotten the feeling that if they miss it they will be missing out on a once-in-a-lifetime experience. And then they walk out saying “It was okay, I don’t know what the fuss was about” They aren’t very likely to recommend that show to anyone because they were disappointed. They may have only been disappointed because their expectations were too high. That is the art of public relations – and it is a tricky tightrope to walk. You need to make people feel they should see this show but not so much that they are let down by the actual experience.
Some producers will lay it on thick to get people in the door sacrificing word of mouth. Others will plan differently hoping to build over time. Picking the right road for your show depends on your long term goal.