While the toy makers and merchandisers haven't let up at all since the 1990s, my modern access to media has spoiled a little bit if the mystery from those early days. Each movie has four trailers, screenshots are leaked months in advance, and the reviews always seem to hit a week and a half before launch day, which either guarantees a hit or assures a flop in my mind. It's great not having to spend months or weeks consumed by the anticipation of a single movie but the build-up has never been quite the same. (And yes, most of it is my fault; no one is making me read all the online articles.)
Of course today, I went to the Wal-Mart to pick up some paper towels when I got lost in the toy section only to find really every early 90's dinosaur was now being resold as a Jurassic Word product. Even though I'll be spoiling movies for myself for the foreseeable future, it's nice to know that there's a whole new generation of five years olds that can spend the summer not-watching the movie, but at least pretending like they did.