Followed the link and noticed they were planning to release it "sometime in the fall" followed by DVD release.
After watching that trailer, either they need a better feature editor or I understand why they are skipping a theatrical release. (Not to say that it looks bad. It just didn't look like it could compete with a lot of other movies for theater space. But in this day and age you really don't need to release in a theater to have a successful movie. 'Bout half of what I keep never saw a film house in this part of the country, much less city.)
But you know, that would make a heckuva DVD if it had the movie AND the books. Even a coupon number for a free or special set. Now THAT would be a reason for redoing you store site!