Star Wars will be the biggest movie of the year. Already, around $17 million has been spent on TV ads in the United States alone.
But the thing is, the ad spend on this movie is less than with most blockbusters because you don't need to advertise Star Wars. The fanbase is already there, and right now they're at fever pitch.
Andrew Porters is one of them. He's been waiting in line at Hollywood's Chinese theatre for almost 100 hours and he's not the only one.
Andrew and some other diehard fans are all there despite the movie not opening for another 10 days.
It's not just fandom – it's a lifestyle choice.
Watch the video for the full Newsworthy report.