That sounds right to me. I find it amusing that some libs who (properly) say those on the right can't denounce films they haven't seen are already saying this movie is a classic and if you don't like it you're a homophobe, without having seen it themselves.
In fact, the same marketing strategy was used with "Saved". Limited release to build up "buzz" and "word of mouth". It didn't work. The hard truth about "Saved" and "Bareback Mountin" is that these are films with a narrow, limited audience confined to the bluest of blue areas.