You know I remember seeing the ads for this when it first came out. The movie made I see dead people the tagline. Then I went to theater and it took nearly forty minutes to get there.

It is a measure of how gripping a script the film has that by the time I heard one of the most famous lines in film history in context, I'D NEARLY FORGOTTEN IT WAS COMING.

This is another example of how trailers often spoil the film. The most notorious example prior to that were the trailers for The Truman Show which made the gimmick of the film clear to millions of people. Roger Ebert used to loathe how the ad execs for films had no confidence in the audiences that were coming to see the movie and went out of their way to make sure they knew what was coming as a twist before they came to the theater. Christopher Nolan must be a great director because every trailer for his most perplexing movies from Memento to Tenet, don't give you a hint what you're going to find out. That may be the trick: make your films so labyrthine that the ad execs throw up their hands and say, fuck it, we'll have to hope the audience will go with it.