In advertising, the term is often used as a hyperbole, a superlative to hype up a product.
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.
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.