Interesting, because I saw way too much marketing for BFG and although they tried hard to create a 'buzz', the movie never really seemed to be that interesting...there was no hook that made me want to go see it. Granted I'm not the targeted audience, but I don't see a hook for anyone. I think Disney spent money advertising this, but just didn't have the goods to deliver.
I get the impression that this movie was about ending the Dreamworks (now Amblin Partners) deal on a positive note to keep Spielberg in talks for future Disney projects, or to finish out a contract obligation that was never completed during Disney's distribution contract. This was also, apparently, a passion project for Kathleen Kennedy....