Ignore the media, marketing, buzz, or rumors around a story, object or person -- it's nothing special. From the 1988 Public Enemy single "Don't Believe The Hype", which fought back against negative press about the band.
"Is the new Star Wars movie any good?"
"Nah, don't believe the hype"
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Quick cuts, flashes of random imagery in modern day Hollywood movies that make it fuckin impossible to tell what's going on. Used particularly by commercials director Michael Bay.
"All the avid farts in this TRANSFORMERS movie are giving me a headache"