This may be way ahead of the game, but I was thinking, after all the fanzine frenzy dies down and the "isn't Jake adorable" crowd moves on to something else, the few of us left who know how to read and write could establish every October 13 as Brokeback Day, the way the Joyceans have transformed June 16 into Bloomsday.
We could gather in a pub, we'd only need one booth or a very small table, take turns reading the story and the screenplay, and perhaps one or two of Annie's other Wyoming stories, or all 22 Wyoming stories if we wanted to make a night of it.
Eventually Jake will no longer be adorable. But Annie's stories will stay fresh forever.