5.>It's generally received very good/excellent reviews. (which can actually lower peoples view on the film. After all if you go to see a film with rubbish reviews all you can be is suprised if it's better than the reviews, conversly you might be dissapointed with a film that has rave reviews because expectations are higher)
I think it's been getting just the right amount of word-of-mouth. It's not "that film sucked, don't see it." It's not "OMG THIS WAS TEH BEST MOVIE EVAR!!!" It's getting more "The new James Bond was pretty good. I think you'd like it." Plus the commercials make it look awesome. I think that combo is making it very attractive to a lot of people.