This is when things really heat up. Sometimes this is where it ends. But, if the movie makes it out of development we go to the next stage. The cast, director, and writer are all officially announced. More news and gossip about the actors and crew, this could go on for months.
Tough decisions are to be made.
Harry likes to be on sets, so I think this is usually a good move. Of course, if he has already started bashing the movie it might be a good idea to stop shooting and surrender. Now, if the studio is smart and can tell that the buzz online is really building, then it will release teaser trailers and posters online before they hit the theater. This is important. Releasing them online first is always better.