It's been so long since we discussed Hounddog that it seemed like the film had already come and gone without a whisper. Not quite. The infamous Dakota Fanning movie that caused many waves for a controversial rape scene was planning to hit theaters on July 15. Now a new press release says the film will hit theaters starting September 5, where they are hoping to get the surprisingly high gross of $15 million before hitting shelves on DVD on January 20, 2009.

But that's not all. The company says that along with cross-promotion with other titles, it will "be supported with national television and radio ads, a consumer sweepstakes, and in-store merchandising." Defamer has mused about a whole Simpsons/7-11 approach with "Hounddog Sex Shacks," but the snark is not that big of a jump.

Whether warranted or not, the film has ruffled the feathers of many people, and it seems surprising that sweepstakes and in-store merchandising are being thrown into the mix. Hell, push aside the unrest and just think about the initial response. When Kim reviewed it from Sundance way back when, she said: "Hounddog is also one of the least likeable films I've seen here at Sundance -- and not, as you might expect, merely because it has a scene of the young actress being violently raped."

How far will they take it? We'll have to wait and see.