One of the shows I saw, GOD(S), was based on the letters and journal entries of Eric Harris and Dylan Kliebold, with the occasional reference to Zeus and a story from Ovid. The advertising didn't mention anything about this at all, and all the posters, postcards, and blurbs made it sound like an exploration of Greek myth. I can only figure they did it to not scare people off, but even if it worked, several people were displeased (myself included). It's kind of a betrayal of trust, or at least a disappointment as you have to force-shift gears to ready yourself for something completely opposite from what you expected.

That's one of the reasons SWEENEY TODD flopped, because they tried to market the shit out of that film to all the wrong audiences in an attempt to appeal to the hugest possible crowd. People went into that who didn't even know it was a musical, for fuck's sake.