They should definately push the "from an oscar-nominated writer of In The Loop" angle. As the recently speculated-upon theory here goes; there's an audience for this, and it's the same million people who saw ITL and Stewart Lee's Comedy Vehicle etc.
Aim unashamedly for the niche, no couples are going to see Four Lions on their first date. The people vomitting at the thought of a comedy about terrorism'll probably watch it anyway and bollocks to them, they don't know shit from shit. Was just reaquainting myself with the articles on Morris being the sickest man in britain and amazed that it happened here not so long ago.
I love that this has so clearly been written without controversy in mind, but because the creators were fascinated and inspired by the subject. Bizarely then, I'm more game for people to be offended by it.