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Seeing the trailer b4 Harry Potter was so cool because it looked so mundane and everybody in the full house at the vast Chinese was kinda "meh" ... until the credit "A film by M. Night Shyamalan" appeared and you could hear the audible "aaahhhhh" of thousands, as the meaning of the trailer just seen completely morphed in reaction to the sudden identity knowledge of the film's creator.
Not many movie directors can have that effect.
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