One can understand the "Brokeback Mountain" is a movie about gay cowboys. Gay as in man lovin' a man.
Quite possibly, this is portrayed with great sensitivity in the movie, and not something like Cartman going neener-neener. This portrayal is bound to be talked about, in which course the world would find out that it's a movie about gay cowboys.
And yet, as if to drive home the point, the protagonists are called "Jack" and "Ennis". Surely this must cause a few sniggers!