It'd be pretty dumb to save it for last. Think of Stranger Things (all three years), Weeknd 2022, Halloween 2022, and Last of Us. All of those were the big IP's for their years and they were announced fairly early on which probably helped the GP plan their visit out early enough since they end up getting wind of the IP announcement and are then interested in going. Don't know if I worded all that well enough but the point is, the earlier a big IP is announced, the more time it has to gain traction.