The marketing material for this film is practically pouring out at this point. They must be worried that the film won’t do well and are trying to pump as much interest in it as they can. As far as I know the film is not based on any pre-existing franchise and that may be part of the paranoia for putting this much out for it in advance. The studios believe these days that sequels, reboots, retellings and the like are far more likely to make them money. And unfortunately it’s hard to argue with the numbers that back up those assumptions.
I’m willing to give this film a good solid chance because it seems pretty original and it looks like it has a lot of potential. It comes to theaters on July 25.