Apart from other good advices to how improve the story as a marketing tool, I'd recommend Fox to fire the whole stuff from its marketing department. Their promotional strategy for X:FC was one of the worst of this year. Not only they showed the teaser in Feberuary, just four months prior to the release date, but also threw out all clips right befor ethe film opened. It didn't make sense at all and only damaged the movie.
This time there MUST be no rushed production AT ALL. In addition the promo photos and first footage should be released at least 10 months before the release of the film. With X:FC it was shameful that we got leaked photos which completely sucked and drew attention of many away from the film until the teaser, which did its best to improve the whole situation. So, first photos and footage AT LEAST 10 months before the release. Moreover, there must be a good panel at C-Con, as its audience grows bigger and bigger every year. And, I would suggest Fox to put quotes from critics' reviews in TV-spots and increase their frequency on TV. The dumbest thing they did with X:FC was to keep silent with a sureprising critical acclaim the film initially received from teh press screenings. And posters! My God, the worst posters ever! Fox has to hire some really good artists and photoshop experts to make at least decent looking posters this time. What's the point of releasing anything flawed if it only harms the film's outcome?!?
Uh, we've figured out Fox can release some good films. Now it HAS to fully change its marketing thinking.