Just in case you hadn't already heard - which is unlikely - the countdown clock on the front of Dan Brown's website will help you out. It reveals that there's, at the time of posting this sentence, 1 day, 14 hours, 29 minutes and 16 seconds left until the film version of the record-breaking Da Vinci Code book has its world release.
I say unlikely since during recent weeks the publicity accompanying the film's release has been racing faster than the plot. For a start, you can win official merchandise, including baseball caps and "clamshell style titanium clocks" on the film's website. If that doesn't grab you, then perhaps the marketing people dressed as monks who have been handing out Mona Lisa puzzles on the streets of London will.
Television makers exploring the evidence for the book's main premise - that Jesus had a son whose descendants continue to this day - were among the first to realise the cash cow potential of the book.
Maybe you saw Tony Robinson fronting the Real Da Vinci Code. If not, this week More 4 is broadcasting Decoding Da Vinci which looks at where Brown's ideas came from.
There was also BBC4's The Da Vinci Code - The Greatest Story Ever Sold, which analysed the formula that made the book so successful. "We learn exactly how Brown used myths to create an intoxicating potion with a whiff of plausibility", the programme's preview in the Radio Times promised.
And it is not just broadcasters. In the month's leading up to 2005 general election, the Guardian's online political team thought the Da Vinci theme could liven up matters a little.
Let's look at travel. Eurostar, which runs the high speed trains between London and Paris, has pricked up its ears, in part since large parts of the plot unravel in Paris and London. A Eurostar train - plastered in Da Vinci Code livery - left London yesterday morning carrying many of the cast to Cannes. The company is giving away $200,000 and "a lifetime of discovery" as part of its promotions coinciding with the film's release.
Lastminute.com is determined not to be left behind.
Other organisations and places that feature in the book have, willingly or otherwise, decided to bite the bullet and use the Da Vinci effect to their advantage. Rosslyn Chapel near Edinburgh, long associated with Holy Grail myths, is charging £7 entrance. Even the Opus Dei, the conservative Catholic organisation which hardly enjoys a positive ride in Brown's book, held a Da Vinci Code conference last week.
Can't stand it all? Then the place to head for appears to be the Louvre, where the plot begins. It's guide to current exhibitions is mercifully light on Da Vinci mentions. Stay away from the crowds doubtlessly swarming around the Mona Lisa and instead try the From Cordoba to Samarkand show, with "50 key works selected from the magnificent collection assembled by the State of Qatar".
