Extreme Niche Marketing

As the trailer for National Treasure on DVD came on for the hundredth time, I had a thought. Are studios so desperate that not only will they rip off a classic like Indiana Jones but they're also marketing to a fairly narrow audience. Really, think the movie is for action-movie-loving conspiracy theorists. And how many of them are there?
My parents saw it and said it was somewhat entertaining, which means I will never see it.