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They're treating it more like a convention this year, too... instead of selling you a ticket for 24 solid hours of movies, you buy a $40 registration for a weekend of events, centerpieced by 24 solid hours of movies. (Not sure what the other events are, yet... some sort of prelim stuff on Friday evening and wind-down on Sunday night. But since it's all inescapably in a movie theater anyway, I suppose they can only do so much...)
This will be my fourth time going, and I've always had a great time; you can get a taste of it from my writeup of my first 'thon. Since then I've actually become a little annoyed at some of the rote stuff, especially those audience members who are convinced they're the next Joel Hodgson (sigh), but the pure energy and love for film that the whole audience envelops itself in (so that's what that smell was) always carries me through.