"The [
Brokeback Mountain] trailer has aired in art house theaters, as might be expected.  But it has also run with mainstream 
fare, from the chick flick 'In Her Shoes' to the biopic '
Walk the Line.'  [James] Schamus says a friend saw it at a screening of 'Rent' and reported that the audience applauded. [Ang] Lee saw the trailer at a recent Calgary Flames game, not far from where the filming took place; the hockey crowd, he said, was 'very quiet.'"
-- Joanna Weiss, The Boston Globe