In advertising, the term is often used as a hyperbole, a superlative to hype up a product.
This is just in a violent contrast with their eagerness to hype up the mass events of such kind, of course, if they all occurred in other countries.
Some reports suggest up to 10% of last year's total movie ticket sales in China were inflated, usually through tickets handed out by studios and promoters in an attempt to hype up their movies.
