All the marketing in the world would not have made this movie a draw. bodybuilder1234 is correct: "nobody gives a shit about steroids and all of that crap." The audience for this film was people mildly interested in bodybuilding, sports, & fitness. In other words: schmoes. In other words: getbig.
the trailer mentioned barry bonds, arnold, and hulk hogan
the mainstream is interested in those names and the word "steroids" is on the minds of sports fans today as much an anything
this movie would've done well if it was marketed, not one mention on espn or anything
i don't think any theater east of chicago carried it
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