Per earlier point about "Bronx Tale." It's quite strategically advertised, currently in the blanket (floor, stairs, etc) at Penn, and posters are ubiquitous in NYC, on every mass transit line, heavily. The TV ads are fairly prominent. I'd say, their marketing is solid, and contributes to its numbers.
"I'm a comedian, but in my spare time, things bother me." Garry Shandling