In the past it was "sex sells", nowadays is "controversy sells". It speaks a lot about how marketing changed radically in the past few years.

To what end, though? It's a Marvel movie and has the added bonus of being the first in the MCU to have a woman as the lead. That alone is enough marketing to sell the movie.

Makes less sense when you look at other movies that've tried it. Ghostbusters being a complete failure that no one remembers. (So much so that they're re-rebooting it.) Or even Disney Star Wars, being such a mess that I think calling it a tire fire would sound far too organized.