But even ignoring the very, very substantial number of people HHN attracts from around the country (and, indeed, the world) certainly buying tickets for HHN is no more spur-of-the-moment then buying tickets for a film, which generally begin building hype six months or so out. HHN also has the advantage of featuring 10 houses - even if you want to hold back something like Stranger Things until July or August, you can release info about other mazes over the course of several months. Perhaps you reveal Last of Us in early Spring, to encourage trip-planners, and then drip out originals one per month to feed the fandom (the only ones who really care about originals). I just don't see the advantage of compressing the announcements into one tight bundle relatively close to the start of the event.