I wish none of the pinball companies would talk about upcoming games before they are finished (hardware).

They throw in a "big name" theme and what happens? Expectations go through the roof, wet teenage dreams of movie quality animatronic toys, fog machines or whatever else ridiculous ideas are spread to a degree they are seen less as the stupid nonsense they really are but more as actual "rumors".

On the release day the whole topic is so old, has been discussed from so many angles that no one really cares much any more. Even worse, of course the "rumors" turn out not to be true (what a surprise) and the machine is ripped apart by Pinsiders because it doesn't live up to the original hype. It's basically dead on arrival and needs to gain interest & respect for what it is going from there.

I'm not specifically a fan of Sterns marketing, but they are doing it right: No info at all and then - BAM - a new machine. That excites me so much more than "we will build theme X many many years from now".