Bit of a shame really, they've been doing pretty well at promoting this - the puzzles have kept us hooked and guessing, giving us a slight insight of the ride; the doll video was creepy as hell and got attention all over the globe; they've secured a pretty famous figure to work on the ride - the only other people who may be good for this are Rob Zombie, Guillermo del Toro and at a push Marilyn Manson, but they would be massively distanced from the family friendly market the park is trying to target.
Remember Storm Surge's marketing? I can't think of any other ride that has promoted so badly that the only recognition it deserves is a face-palm. That ghost thing was possibly the worst PR stunt Merlin has ever pulled.
The Swarm's marketing and promotion was pretty terrible too, amputating riders arms with the scenery? That would probably destroy the company if they dared do anything like that. This is just as unbelievable and idiotic as Storm Surge's drivel. On the other hand, I absolutely loved the song You Me At Six put out, still put it on every now and then. A bit of a guilty pleasure if I have to be brutally honest (saw them support Thirty Seconds to Mars in 2013 and was gutted when they didn't play it).