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.