Being dumped in theaters
A clear sign of dumping a film: Releasing the trailer less than a month before your film's theatrical release. Seriously, it comes out September 14th and we're just now hearing about it? AND it's being released in the middle of September, which is often known as a dumping ground.
My guess, they were holding onto it wondering, "What do we do with this film?" Then when Channing Tatum had 21 Jump Street and Magic Mike do huge numbers earlier this year, they realized they had better try to grab onto his momentum.