Absolutely to cover the cuts. I think there was another poster who mentioned that they basically have a whole list of project announcements that they hold until they are necessary, which makes complete sense. Why release information if you don't have to? The goal is to release information like this to shift the focus off of the negative online chatter.
Massive cuts to our operation? Hey......Look! Over there! Star Wars!
Yet it seems to work for many in fanboi circles. It's like distracting a toddler with candy.