Now is the time in the traditional sense homie. You don’t start promoting a July movie with this much money behind it in February or March. So you start in December. January at the latest. Plus, again, he’s already been on kimmel promoting it. Set pics are already out. You can’t put that genie back in the bottle so why play dumb? You gotta invest your marketing dollars early before you don’t have the room or money to do so anymore.
This isn’t a blumhouse flick where they could promote it a few months from release and everything will be everything. It’s more to it than just arbitrarily picking a spot on a calendar. You’ve got to have a whole marketing plan and have partners in place and licensing deals etc and those people were given dates and times so they can benefit.