Under the title "Good Joe Bell", the film had its world premiere at the 2020 Toronto International Film Festival on September 14, 2020. Shortly after, Solstice Studios acquired distribution rights to the film for $20 million. It was scheduled to be released on February 19, 2021. However, it was pulled from the schedule. In May 2021, it was announced that Roadside Attractions acquired distribution rights to the film from Solstice and set it for a July 23, 2021 release, with Vertical Entertainment set to distribute the film digitally following its theatrical release.