The first one wasn't hyped at all- in fact Ebert gave it a thumbs down and said it was a waste of money.
The second was highly hyped and anticipated- and gave us our moneys worth IMO
The Third was highly hyped, but wasn't quite as good- you could see the commercialism sneaking in.
Chapter one- Too much Hype, too much commercialism- you could almost see Luca's thinking of ways to make it a more "marketable" for McDonalds, Wal-Mart, etc