serious question, I can't tell

And I think you might be missing an important point, I think the hope is that even if he's preaching to choir, those who watch the film will be inspired to do more, to spread the word. As Janey noted above, it's going to have to person to person, this film isn't going to be a magic bullet nor does it aim to be. No film could succeed at that. If it sparks dialogue and increases awareness it serves an important purpose.