[NYer]

Once that process is complete, the challenge shifts to getting both mainstream moviegoers and religious audiences into theater seats, a process that relies both on specialized marketing to those eager for a faith-based film as well as marketing that appeals to those searching for a "popcorn" movie. The marketing team on "The Passion of the Christ" successfully threaded that needle, despite the significant challenges presented by its subtitles and R rating. "Our job was to make it more 'Braveheart,' " said Mr. Berney. "Really to make it a big, epic action movie in the genre." His team emphasized the music and action in the film's promotional campaign, and by selling it as a "Mel Gibson movie."

It's all about the money, Catholic Ping!

[Cicero]

and by selling it as a "Mel Gibson movie

But, but, I thought they all hated Mel Gibson!

[winner3000]

As long as they do a good job with it, it should help Christianity. Let them make their money. Their challenge will be to be darn sure not to offend, or they’ll be sure to lose money. This means, keep atheists and other Chistophobes as far away from this movie as possible.

[annieokie]

It is all about the money.

Their patrons are drying up because of the economy, and it is the frugal Christian who still has some. The only way to get us back into the theaters is by catering to our wishes, and that is a GOOD THING.

Now, it will only take one and if they mess this one up, we will not go to another.