That probably helped.Big Magilla wrote: but is probably best known for his role as Esteban Reyes in the cable TV series, Weeds.
I needed to remind myself of this, but I do remember the film was released in the summer for a week or two, to lukewarm reviews. I can only imagine the campaign push.
ETA: "lukewarm"... with 85% on Rotten Tomatoes. I must've been reading the wrong reviews. Or, more likely, the right ones.