They have a really bad habit of doing this. When The Fountain came out, I distinctly remember seeing more than one trailer in London West End CWs. In the end, I caught it on its final Thursday at WanRABworth (6 miles from the West End?)
I think they should take a small screen in every multiplex and play out a rotating programme of art house films.
edit: If it's any consolation, I've seen Adam, and would say it's a little over-rated. Good, but not brilliant. Sin Nombre and The Time Traveller's Wife are both better, I would say.