Skate, BMX, skiing, snowboard, etc. movies all have premieres too. The new Collective film "Seasons" just had a premiere in NYC a couple weeks ago. Same type of promotion, same type of production. Same type of film.

Calling it "viral marketing" is wrong. It is a film directed at a small demographic, and it was marketed to that demographic. At no point did anybody think the advertising was for anything other than a movie.

I don't understand why you would think it was a documentary. I mean, the trailer was people riding bikes and a lot of music (basically what the movie was). All the promo stuff was licensed hubs, shirts, etc (atypical promotion stuff for a documentary). ?