At E3 in 2006, Quantic Dream president and CEO (and Heavy Rain writer and director) David Cage showed a tech demo of an actress auditioning for a role with quick dramatic emotional shifts. It wasn't from any particular game, according to Cage, but designed to show how an in-game character could look and act -- and many associated it with the title "Heavy Rain," in part because E3 kiosks labeled it as such.
But it wasn't. So fans of Quantic Dream's previous adventure game, Indigo Prophecy, had to wait to see what the developer had in the works. Fast-forward to this year's Leipzig Games Convention: Cage ran through press meetings to formally unveil the title. Sort of, anyway. He showed a live gameplay sequence that revealed many of Heavy Rain's planned features, but did so using a just-for-tradeshows scenario and story -- which, by dictionary rules, makes it tech demo No. 2.
Between those two showings, he created extremely positive buzz for the game -- in 1UP's Games Convention preview, they found themselves "as excited for the game as they have been for any in recent memory" -- and did so without actually showing the game itself. Is Cage a genius, and the media a bunch of suckers? (He does have four job titles, after all.) Perhaps it'd be more accurate to say that his ideas have generated a ton of excitement -- but to date, they've been demonstrated in highly controlled circumstances.