"Extraordinary Measures", not so extraordinary marketing

Does it seem like the studio has no idea how to market the new Harrison Ford, Brendan Fraser movie, "Extraordinary Measures"? 'Hi, we're two guys walking together, got something important to do, hands on my suit jacket makes it all the more important'. This is CBS Films first theatrical feature, yet it certainly looks and feels like a TV movie.

The 1-sheet (and a similar version with just the two of them standing side by side) is plastered all over LA and no one seems to care. But then again there's nothing to really care about in this bland image of two men walking. What's it about? Is it a comedy? Drama? Action? Of course it's a drama. But again, all it says is 'hey, we've got Harrison Ford and Brendan Fraser!'. Blah.