They released it at the tumbleweeds month to begin with, and there was literally zero media acknowledgment of the film, with no trailers and no promotion. I only saw underground stuff like postcards and posters... the ones they paste over windows in abandoned liquor stores. Oh... and internet.
I'm starting to think that was intentional. They WANTED and full on intended for it to be an underground film. Mainly because the target audience was so niche, there was no way it would beat the tedious and juvenile Tiwlight parody movie (really... what's the appeal in 90 minutes of bad MadTV skits?). It clearly will be a cult film, and it will definitely get play around college theaters every so often. But I doubt it would have been a big hit any way they treated it. They had references to Launchpad and Zelda in there... only a select few can appreciate that instead of Edward Cullen falling down 20 times. HYUK hyuk hyuk... funny
On the other hand, Marmaduke was grotesquely over marketed, it was the BK toy, and you couldn't go a commercial break without seeing the trailer and NO ONE wanted to see it. And I bet you, even though it WAS fail at the box office it will see at least one sequel. Even if it's DTV.