[film] filmUnlimited on trailers being released on the internet. Mat Snow, former editor of the mature gentleman’s rock monthly Mojo, once explained how he had fully enjoyed Godzilla without ever having seen the film. For the months of build-up beforehand, he had the pleasure of getting excited about the film, imagining the monster and the movie in his head, getting off on the hype. By the time the film actually came out, he had been reliably informed that it stank. So he didn’t go to see it. But he didn’t feel cheated – he had had four months of enjoyable anticipation at no cost.