The most expensive film ever made in Finland, the re-make of the Unknown Soldier, is an iconic film based on the book of the same name. A massive movie needs massive marketing.
When a classic movie gets a re-make, the audience expects great things. The traditional movie marketing acts, such as posters on theatre walls, isn't going to arise an urge in the audience to see the film. The promotion needs to be elevated, and an augmented reality campaign is the way to go.