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No, the trick is not to market him at all. As soon as the marketing ended, he was ready to go on. (TeeHee, I noticed the dragon signs had been taken down from the tram station as I boarded to see the dragon's debut.)
ETA: I'm not sure if I should refer to the dragon as a girl or a boy. The role of the dragon is a "She," but it's played by Murphy, a "He." Ironic, considering that the dragon is only a She because she's a transformation of Maleficent, who is played by a He in Fantasmic!
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