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The slow build-up to a frenzy of "published", "grass-roots" media snippets (news items, trailers, seemingly innocuous and random "facts" about people or media) in the run-up to the release of a new movie, song, or other media.
January 2014: Hey, did you read this funny thing about the upcoming Star Wars movies?
August 2014: Woah! Someone captured drone-cam footage of the Millennium Falcon from the new Star Wars movies!
November 2014: Jeezy-Creezy, check out this stolen footage of the new Star Wars movie! It almost looks like viral chumming!
by slaterusa November 09, 2014
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