Now, what happens when you make a film with people messing with someones 'destined' lovelife? Women will furiously see that film. Men will be dragged along. Then everyone who knows the story is based on a P.K.Dick story will be seeing it compulsory. Then it might just stand a chance of being a hit. Oh, and it has Matt Damon in it (and Emily Blunt), so the menfolk were already considering going.
Come September, what initially looks to be a drab film, suddenly takes on more weight.