The buzz, which manifests itself as lively chatter, is not one usually associated with experienced and sometimes cynical journalists.
And with the star of the show apparently running late, all eyes turn to the door each time it opens - only to be disappointed by the sight of late colleagues rather than a late Angelina Jolie.
The 33-year-old is in London to promote new film Changeling - the harrowing true story of Christine Collins whose son, Walter, went missing in Los Angeles in 1928.
When the press conference - at the swanky Claridge's hotel - eventually begins, Jolie explains that "the hardest thing" about playing Collins was that the character is relatively passive.
The same press man's follow-up question is met with an icy stare.
"There was a lot of focus on how thin you looked during the shooting of the film and in the film. I just wondered if you're healthier now?" he asks.
"I think that's an odd question," she replies simply.
As the press conference goes on, it can only be a matter of time before someone asks Jolie the killer question - how does she respond to Jennifer Aniston's claims that she romanced Pitt while he was still married to the Friends actress?
Whoever asks it may well get the cold shoulder from an actress who clearly takes no prisoners.
But the chance of taking the prize of a headline-grabbing retort back to editors is surely too good to miss. Isn't it?
No-one dares ask.
Surching BBC News
Entertainment reporter, BBC News
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