The comedy directed by Tomislav Mršić fell far short of Vinko Bresan's Oscar competing comedy The Priest's Children which set a domestic opening record 33,759 tickets on its 3 January 2013 opening with just 17 prints.

Cowboys was produced by Suzana Pandek through the Croatian company Kabinet in coproduction with Croatian Radiotelevision, and with the support of the Croatian Audiovisual Centre (HAVC). The distributor is Blitz Film and Video.

The opening of Cowboys was also the official celebration of the end of the digitalisation project of independent cinemas and the launch of a network of independent cinemas. The first part of the process initiated by HAVC and the Ministry of Culture was the digitalisation of 28 cinemas and six film festivals in 27 cities. Going forward, the repertoire of the cinemas in the network will include blockbusters, European, independent, domestic films, and films for children.