They're using the same PR firm and tactics that was used for The Passion of The Christ, closed preview audiences who are sympathetic, NDAs, complain when someone actually reviews the movie honestly, even offering to pay to get people into the theatre.
Some reviews:
http://blogs.orlandosentinel.com/ent...-stein-th.html
http://www.nerve.com/CS/blogs/screen...e-allowed.aspx