As a sliver of the ever long struggle between "commerce and art", big-budget directors (Jurassic World & Terminator: Genisys) have recently been more vocal about their displeasure with the marketing of their projects and how it represents and sets expectations for their work.
From The Guardian:
...But something may be stirring: the
first small sparks of revolution. It may not sound much, but the directors of
two of this year’s most expensive and most heavily marketed films – Jurassic World and Terminator
Genisys, which cost [$181M]
respectively – have openly criticised the efforts of those charged with selling
the films. And not in a quiet way either; right in the middle of said marketing
campaigns, when all attention is focussed, and when any deviation from being
on-message is a crime against commerce.
Both directors’ complaints revolve around how these
promotional materials were going to affect the way audiences responded to their
work – not simply that they gave away the ending or plot twists. Trevorrow
acknowledged that Whedon was right because, he felt, the clip in question – of
"life-force” Chris Pratt flirting with "stiff” Bryce Dallas Howard, to use
Whedon’s words – failed to convey that the characters are "stereotypes that are
deconstructed as the story progresses”.