Narrative, dramatic tension and character development are often overshadowed by look-at-me CGI. Beautiful and impressive, especially the use of 3D. At other times, its a bit like the later wizard who wanted Dorothy to focus on his smoke and mirrors.
The publicist could have stepped in and tried to control the situation but it would have backfired. I have to hand it to Kunis, she did a bang-up job of going with it and having fun. It didn't backfire. It went viral. And she comes off looking stellar.