"That's the perverse thing about publicity; we'd all prefer the audience going in knowing nothing at all. but in order to hook them, you have to tell them something".
- Emma Donoghue

This quote tells me that in order to captivate the audiences attention, without giving away too much you must give them a glimpse of what they are about to see. You have to give them something to look forward too in order for them to be interested or want to know more about that particular thing. The audience want something that makes them feel a certain way, something that moves them or something that they are able connect/relate with. Once you have their attention it's in the creator's control to decide where they want to take the audience. The idea of hooking the audience should be one that is done in a creative and way.