Oh lord, in 3D

I thought my ears were deceiving me. The radio ad went something like this - 'See Michael Flatley in Lord of the Dance 3D, in cinemas from March 11'

Perhaps there has been a marketing campaign in other media for several weeks and I've missed it because it seems a rather short run-in to an opening this coming Friday, hot on the (ahem) heels of Carmen 3D which opened last Friday.