Want to know why Laika has to work so hard to advertise Coraline?

I know some people have already expressed boredom and surprise at the length of the advertising campaign for Coraline - - it already seems like it's been around for a decade in internet years. But just this morning, someone wrote on Twitter:

Why am I just now hearing about an animated movie based on Neil Gaiman's "Coraline"? On the plus side it's out in early February!

If someone familiar with Neil Gaiman's work AND sophisticated enough to use Twitter hadn't heard about the movie before, then Laika and Weiden+Kennedy really have their work cut out.

*Buy the Coraline Graphic Novel at Amazon.