It's definitely set contemporary to the time it was being filmed (late 2000s/early 2010s).
I was in junior high/high school in that late 1990s/early 2000s period and personally I didn't get a cellphone until I got to college (a pay as you go that I literally never used but once when my car broke down), and didn't get an actual phone until I graduated and got a job. Cellphone usage in my High school? Only the rich kids had cell phones and usually they were only to call one's parents--which they never did. Texting? That didn't really become popular until I got into college, and then that became the only reason to get a cellphone. However doing so was problematic at first as it was clunky to text when you had a flip phone. It was only with the demise of flip phones (which was occurring about the time this film was being filmed circa 2008) that texting became easier and more prolific.
Personally I found the film quite evocative of the fact that since 2000 there's no defining distinctions to decades anymore. Instead we can reproduce and pick and choose from any and all times that we want. You walk down the street, and can see someone (probably a hipster) wearing a flat cap from the 1910s, an argyle sweater vest appropriate for the 1930s, skinny jeans from the 1980s, a skinny tie from the 1960s, circular lens glasses from the 1920s, a flared collared shirt from the 1970s, a jacket more appropriate to an English professor from the 1940s, with the penny loafers and white socks combination that was popular in the 1950s. You could see that all on one individual or spread out amongst many separate people. Critter shorts and boat shoes--staples of the 1980s Frat Boy--walk amongst us. Argyle and adapted golf-wear that hasn't been popular since the 1930s is back in style. Fedoras, which departed being fashionable sometime in the 1950s are back. Girls wear dresses which look like it's the early 1960s/late 1950s, mod inspired outfits, or stand out in skinny jeans with a t-shirt in the 1980s neon color palette. Or they go out wearing pedal pushers (capris) more fitting for the early 1960s. It should also be noted that early 1990s colors are beginning to make a comeback. We exist in a mishmash time period that is ultimately defined by its lack of definition and desire to mix and match from all the previous "eras". The only thing that made this film stick out to me as "definitely late 2000s/early 2010s" was the t-shirt decal design that Rob wears in the supermarket--that decal didn't become popular until the late 2000s. Personally, that's only one of two things that mark me as being the only "new" things that the 2000s came up with in terms of fashion. That kind of decal on t-shirts and an army-style cap.
As for the comment about "put in period music" that another poster made, he did, all of that music was "modern" to the film's being dated to the late 2000s.
Red Wolf #4
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