Already on DVD, but getting a theatrical release?

I was at the movies literally yesterday, and saw a trailer for this movie advertising a release of August 19th. Then I was at Best Buy THIS MORNING and it was there on DVD. I know some movies have been simultaneously been releasing on demand and in theaters as of late, seems to be the trend for smaller releases, but going into theaters AFTER it's out on DVD? I can't see the thinking behind that. Or did it have an even quieter release before this in some cities? I'm at the movies at least once a week so I don't know how I could've missed it. Seems confusing. Is it just a really weird release strategy in the spirit of the film designed to f-ck with my brain?

http://www.twitter.com/themichaellake