Fox did the same with First Class(which actually was a rushed production). They had lame early photos and posters and then blitzed the world with pretty much the entire movie via tv spots and trailer in a condensed time frame.
meh, it might work, it is wolverine after all. The one thing to note is that the brand has been tarnished since the last film.
It really comes down to the marketing style. The world knows who superman is and thus far they haven't been sold as to why this is anything different than the pensive crap from the past. They need to pull a hand out of TDK/TDKR and pretty much all of Marvel's cards and start selling the villain and character in costume.
I'm sure half the world still think Lex is Supermans only villain and will be again.
I just watched this trailer again, the marketing dept literally crafted their own take on the movie choosing to focus on the "good" and shunting the lame. They even went with the old school narrator selling concept approach lol.