To quote Donald Trump (I know I know),
"You can have the most wonderful product in the world, but if people don't know about it, it's not going to be worth much."
The press is always hungry for a good story, and the more sensational the better.
Be bold, or controversial in the exploitation of your movie.
The press will write about it (they'll likely even thank you).
Welcome any controversy that may be generated.
To quote again the media-savvy Donald Trump,
"From a pure business point of view, the benefits of being written about have far outweighed the drawbacks."