I am not sure if it is Reporting Services or if you have fallen victim to the the cached query opimizatin plan, especially if date parameters are involved. Take a look at this link and see if this article helps any, it is one of the first that I found that gives some concrete explanations to suden stored procedure slow downs and a work around.
http://sqlblog.com/blogs/adam_machanic/archive/2006/07/12/controlling-stored-procedure-caching-with-dyanmic-sql.aspx