It didn't feel like it was marketed as true counter programming though. It felt like it was marketed like another Superbad, which although rated R would attract a lot of the same people who would want to see the bigger stuff more.Counter programming can work. Especially if the movie has a low budget.
I get they probably wanted to release this around the time school is ending in America, but it would've benefited far more with an August release.
Olivia Wilde is trying hard to push this on her Twitter account.