what would otherwise be a lame, awkward, stupid and mostly unfunny movie will suddenly put these 2 clowns in contention for Time's Man of the Year award. Their movie will go down in history, will get 100x the views/rentals/whatever, and will now be part of pop culture. You couldn't dream of this kind of marketing for such a crap movie.
the movie? stupid. The actors, they suck. Yet they'll make 100X the $ off this movie thanks to this notoriety. Generation Selfie.