Either let the movie speak for itself or have media plugs (nothing wrong with that) which excite a viewer positively. Talks around actors getting into the 'skin of the character' or 'the expensive sets built for the film' or 'Rajputs threatening to block screening of the film' or 'Ash's dances being spiritual in Jodhaa Akbar' have so far hardly succeeded in making people talk about the project.
Solution
No one is suggesting fabricating stories around any love stories building on the film's sets. But what one can be sure is that for a film made on such gargantuan scale with lavish production values and a huge cast, there would certainly be enough stories around the making of the film which would make audience excited about the film.
