Marketing speak. Who cares? "Ignore the fact that we didn't do anything worthwhile last year; next year we've got big things in store! So get out your wallets and prepare to spend! Hey! Pay attention to us! Ignore that JJ guy. And what's with this 'Dark Knight' and that stupid clown? Wouldn't you rather watch a Jedi Knight fight a Sith? Wait! Come back! Would you like another rerelease of the soundtrack? I have collectibles! Please ... come back...."