I highly doubt it is a marketing move. The hackers made off with a tonne of information from Sony, some of it highly personal and sensitive. They have halted tours of their studios, and Sony employees have filed a class action lawsuit against them for leaking the data. They've also lost a ton of brand power, productivity, and reputation over this. I'm sure lots of people have lost theirs jobs as well.
If it is a marketing move, it's a highly risky one. Sony has a lot more to lose over this than gain. Pisses me off, I was looking forward to seeing it. They filmed much of it in Vancouver.