Personally, I feel that this is a TERRIBLE time of year to try to push this movie the way they have done. There is so much going on with family and friends that it is difficult for many to set aside a day to go see this. On top of that, it is prime time for other movie premiers, especially family/kids movies. In much of the country a ride to watch is out of the question because of weather problems.
They should have waited until March-April to release it IMO.