Time was when the promotional strategy and publicity material of a film were decided once the shooting was complete and one had a sense of how the film had shaped up. Now, very often, we find the first looks of characters in a film being released even before the first shot has been canned.
The same is the case with this film that unleashed an extensive campaign with stills of its lead characters and an announcement that it will roll soon. Turns out, they jumped the gun. The main lead is not too happy with the way the script has been developed and has demanded a major rewrite. As a result, the shooting start date has been shifted by a couple of months.
Which is why it always makes sense to look before you leap... and shoot before you tweet!