Considering it's a romance film (or is being promoted as one, depending on how you look at it) and has a wide-release, I don't think this is an insane amount of promotion, to be honest. The interviews they were doing last month were relatively tame, so I was expecting some kind of photo or full-on photo spread or at least another article. The film is coming out in pretty much a week, so ramping up the promo is to be expected at this time. Plus, he's done plenty of promos for his other films: X-Men, Jane Eyre (where he even did a photo shoot with Mia), 12 YAS, etc.