Without defending BRIDGES and it's piss-poor marketing, let's not get hyperbolic.
It wasn't even the worst marketing in this city this spring (that would be the catastrophic failure of the remounting of A NIGHT WITH JANIS JOPLIN at the Gramercy, which literally imploded the production with utter lack of sales.)
Words don't deserve that kind of malarkey. They're innocent, neutral, precise, standing for this, describing that, meaning the other, so if you look after them you can build bridges across incomprehension and chaos. But when they get their corners knocked off, they're no good anymore…I don't think writers are sacred, but words are. They deserve respect. If you get the right ones in the right order, you can nudge the world a little.