Another Birding Movie

Does the release of another birding movie mean that "birdwatching" has become mainstream in America?

"A Birder's Guide to Everything" doesn't seem as nearly a hardcore birding film as 2011's "The Big Year", but does seem to indicate that film producers think that a movie with birding as a major story element would appeal to general audiences. It looks like a sweet movie and hope it is as good as the trailer.