Come on Nash, you are smarter than that. Their goal is to get their opinion heard. They know theaters will still show the movie, hell, they are calling attention to it. But with a highly public campaign like this, they get their opinion out there too.
Now, if you asked me if I thought what they were doing was smart, well, that's a different story. They will come out looking like tulips most likely.
It just annoys me to no end when hypocrites come out and say they have no right to voice their opinion against someone elses opinion. Remember the Dixie Chicks on the cover of Rolling Stone with the Constutional catchphrases written all over them? Oh, woe is them. There was no censorship there, and none here.