The environment around me doesn't affect me at all. It could be daylight and my mom and aunt could be sitting on the other side of the room rambling on about antiques they found and I wouldn't flinch. Likewise, I'm completely in the game in the dark. Hearing an ominous noise won't make me feel like there's something coming for me in real life, because as far as I'm concerned, the game is real life.
I don't have a pre-release ritual, but I believe that I'll try to play only in the dark. It doesn't need to be night. Only darkness is necessary.
Maybe I'm dancing in a circle while installing, then getting nervous and tilting aswoon from my chair when double clicking the game icon.