That is a given, we know that bitcoin is going to be portrayed in a bad light, after all if it was not because of the existence of a decentralized currency that is pseudonymous then Silk Road would have been impossible.
However we must remember that no publicity is bad publicity, if there are people not aware that something like bitcoin exists this is a great and cheap way for those people to discover bitcoin, and whether they want to come to this market because of curiosity or their desire to make money this plays in our favour regardless of how bitcoin is portrayed.
I have watched the movie and it is not as bad as the IMDB ratings would indicate. I found the portrayal of Ross Ulbricht more or less neutral. You can't expect anymore than this from the Hollywood, or else the FBI won't allow the movie to be released. And I disagree with the second part. Now we should strive for positive publicity. Because nowadays Bitcoin is well known all across the globe and the majority of the world population have heard about BTC.