For various reasons, I actually do believe there was a coorelation between those incidents and the movie. Not that I have a fully rational explanation but just off the strength of what I read, my belief system about demonic possession and occult practices; the concept of demonic energy. I'm not saying there is a direct concrete cause and effect but I do think there is certain "activity" that occurs when you conjure (pun intended lol) knowingly or unknowingly negative energy and in doing so, that has the ability to set off a chain events. Not that I'm knowledgeable or heavy into spiritualism, or obsessive about it, but it's in the realm of possibilities that those incidents were not random or coincidental. Not everything can be explained away by science or circumstances.
I do see where you're coming from with the marketing aspects, like hyping things up to make people gain interest or for curiosity. In this case, I do think that whatever the basis for this film, manifested itself in different ways that some people had a hyper sensitive reaction about. Also, In saying that -if a person is a susceptible to demonic energy that they may not have been exposed to before, it can open a portal. With this movie, it's almost like a side affect for the cast/crew.
Yeah we're on the same page with faith and religion and what could happen when you open yourself up to certain entities. It's why I don't and will never play with a Ouija board. That shyt will never enter my household. But I also know Castle was a hustler. There's probably a mixture of both: some freaky shyt happened and Castle played it up to be EVEN BIGGER because that's Castle's style.