"I wasn't at the screening, but I granted Elwes' ask to explain what happened: "About a month ago, Dito decided to add a card, two scenes before the end of the film, that says, 'Based on the book, Story of Milk.' That is the character's name in the film. Yesterday, the projectionist thought that meant the movie was over, and he turned the lights on. That's when people got up. They thought movie had ended. Some left, but most stayed. This nasty little piece didn't mention any of this. It's not true that the movie is a bomb."
http://www.deadline.com/2011/01/sundance-son-of-no-one-sales-agent-cries-foul-over-trades-hatchet-job/#more-100270