It's promoting a movie, not necessarily the case of the movie. I'm sure all of the conservative pundits and politicians talking about movies like "An Inconvienient Truth" and "Fahrenheit 9/11" helped the movies more than hurting them. More people hear about it, more people see it, more money and more exposure. Maybe atheists will watch it or atheists will tell their religious friends about it. Maybe IDers who see atheists talking about it on some internet forum somewhere will decide to see it. It doesn't matter who's is talking about it so long as people who might watch it hear about it. How can you say a marketing tool failed miserably when all sorts of people everywhere are talking about it?