I think it's fair to say the marketing has never been perfect. But I also think some of the disappointment stems from expectations fans have built on their own.
Last Friday, a gaggle of people waited at Mel's for an announcement, since they assumed something was coming. There were a few times I would walk by the 5 and Dime throughout this year and see people waiting when nothing was coming, let alone hinted at.
And when it comes to IP announcements, it's easy to forget that Universal isn't the only one calling the shots. Those marketing plans and announcement dates are usually worked out with the IP holder in advance. It takes two to tango.