The Da Vinci Code - Hiding Bad Press or Strategery?

The New York Times weighed in today on this non-story about The Da Vinci Code, and at the bottom of the article, they finally get to the point:

With movie research showing awareness of the film at 96 percent, and the barometer of "definite interest" polling at around 60 percent, the studio is most concerned to do nothing that could put a dent in those figures. Industry estimates of the film's expected ticket sales for the opening weekend at the domestic box office range from $70 million to over $100 million.

But then, I think mediabistro.com put it best:

Honestly, why Sony wouldn't just come out and say: Look, we're in the anticipation business. There's a reason why strippers don't walk on stage nude.

However, the reviews are now trickling in, and the news isn't good so far:

• Variety: "A pulpy page-turner in its original incarnation as a huge international bestseller has become a stodgy, grim thing in the exceedingly literal-minded film version of The Da Vinci Code."
• The Globe and Mail: "There was blood in the water by the Palais tonight, and it didn't belong to Jesus Christ. After the 8:30 showing of The Da Vinci Code, which was the world's first screening of the film for the “public” (that is, people who are not studio functionaries and yes men), critics from around the world tore into Ron Howard's hugely anticipated (or maybe just hugely hyped) adaptation of Dan Brown's potboiler."
• AP: "Even at two and a half hours, director Ron Howard's adaptation feels cursory and rushed."
• Hollywood Reporter: "For those who hate Dan Brown's best-selling symbology thriller The Da Vinci Code, the eagerly awaited and much-hyped movie version beautifully exposes all its flaws and nightmares of logic."
• The New York Times: "So I certainly can't support any calls for boycotting or protesting this busy, trivial, inoffensive film. Which is not to say I'm recommending you go see it."