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Sony Pictures and Roland Emmerich capitalized perfectly on this hysteria. They released 2012 in November 2009—three full years before the actual date. This was a brilliant marketing move. It allowed the film to act as a "warning" (or a mockery) of the coming event. Audiences flocked to theaters not just for action, but for a dry run of the apocalypse they believed was coming.
Sony Pictures and Roland Emmerich capitalized perfectly on this hysteria. They released 2012 in November 2009—three full years before the actual date. This was a brilliant marketing move. It allowed the film to act as a "warning" (or a mockery) of the coming event. Audiences flocked to theaters not just for action, but for a dry run of the apocalypse they believed was coming.
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