While I agree with the sentiment, this isn’t “Bezos pushing it”. Look at any big movie franchise — this is just standard pre release merchandizing tie ins.

You want to make a release like this “a cultural event”. The latest Jurassic Park was everywhere. They even partnered with Walmart and decorated the outside of their buildings with giant posters of dinosaurs. I’m also remembering one of the Pirates of the Caribbean films: posters, buses, soda drinks, commercials, and even the snack Pirates Booty we’re all for a limited time only covered in the film logo.