noun
plural -ups
an increase in something that occurs as time passes [count]
things that are said to cause people to feel excited about something (such as a future event) or someone (such as a performer) [noncount]
After all the buildup [=hype, publicity], I expected the movie to be better than it actually was. [count]
[noncount] :a series of things that lead to an important event or occurrence - + to