I don't know, this is exactly the kind of reaction that a marketing company salivates over. They call it "buzz" - if they're talking about you, you're winning. Even if they're talking trash about you.
They get the ENTIRE Naruto fandom to come this way.
1. NH shippers bought out all the presale tickets for opening night. Even if they hear the movie is bad for them, it's too late, that's money in the bank.
2. Normal Naruto fans (non shippers) will probably go out of curiosity regardless. Can Kishimoto rectify this clusterkitten? Watch to find out!
3. If NS/SK fans hear that NH/SS doesn't actually happen in the movie, they will flock to it in droves.
4. If this movie turns out to be a total mind kitten, then even the fans who stopped reading or watching the series will eventually go, just to see what is so weird about it.
I tend to like series that are "mind f**cks" - things which are not what they seem. My favorite series of all time is Shoujo Kakumei Utena, aka Revolutionary Girl Utena. EVERYTHING in that series is some kind of illusion, and the friggin characters tell you as much in the first episode, but you don't realize how deep the rabbit hole goes until the very end. Another less famous series, from Studio Pierrot no less, is Tenshi ni Narumon, with angels and demons and vampires and all sorts of wackiness. And a first class plot twist at the end, before a happy ending. (It's a shounen parody of a shoujo series, but that isn't immediately clear.)