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"Passion of the Christ" film could break all records...
"You must meditate more on the Passion. Why, My children? Because you, too, as followers of Mine, shall go through your passion upon earth.... Time shall bear out this message." - Jesus, November 1, 1977
"Passion" now stands to be distributed on the same scale as some of Hollywood's biggest titles. Responding to increased demand from exhibitors, Icon and Newmarket said Wednesday that they now planned to distribute more than 4,000 prints of "Passion," up from the approximate 2,500 previously announced.
The increase reflects the expanding number of theaters that will play "Passion" and the number of theaters that will show the pic on multiple screens. Icon and Newmarket now say they plan to be in 2,800 theaters, up from an original 2,000.
Gibson appeared on a one-hour ABC News special Monday that attracted 17 million viewers, drawing better ratings than CBS' "60 Minutes" interview with Michael Jackson in December.
"Passion" is produced by Gibson's shingle, Icon, which partnered with Newmarket to handle domestic distribution. Pic was produced for $25 million.
Film is riding a wave of religious controversy and spiritual fervor. Gibson has cultivated a following among evangelical Protestants and conservative Catholics who have embraced "Passion" as truthful accounting of their faith. "Passion" also has stirred up political debate as some Jewish leaders fear that the account of the crucifixion portrays Jews as culpable and that the film could spur an upsurge in anti-Semitism.
The combination has produced massive interest in a film that --- telling a religious tale with Aramaic and Latin dialogue and extremely gory violence --- once looked like it would be a commercial flop. A rival distrib exec praised the "Passion" marketing. "They've done a great job of drawing a line. You're either for it and you want to see it or you're against it and you want to see it. They've even advanced the idea that you're a hypocrite if you're against it and you haven't seen it."
Bruce Davey, Icon's chair, said exhibs are responding based on continued strong advance sales of "Passion" tix, estimated to have already reached $8 million for the first few days of the pic's release. With around $2 million already booked in group sales, he said, "If no one walks up to a theater, we're going to do great, but I think we're going to do spectacularly."
Berney said that this coming Monday, two days before "Passion's" official bow, about 800 theaters will begin offering paid shows for churches that have bought out entire auditoriums. These group-sale shows alone could generate around $2 million at the wickets.
"We have never experienced this level of interest in group sales," said Regal Entertainment Group marketing senior VP Dick Westerling. Regal, nation's largest chain, will play "Passion" in about 450 of its 550 theaters. Most of its dates are also doing group-sale shows before this coming Wednesday .
At AMC, Rick King, corporate communications senior VP, concurs with Berney's assessment. "It's continuing to grow. The sales have just been very strong, particularly over the last seven or eight days." Though those group-sale shows will be added into the Wednesday gross, Davey said they weren't intended to solely be moneymakers. "They're all churches that are itching to see this film. What better word of mouth can you have from your core audience?" Davey said. "They all want to get out and see the movie first, then go spread the word."
Berney said increased exhib demand was nationwide and not just in the Bible Belt. "It's pretty even across the board. It's a very typical wide studio release," he said, "as opposed to some stories I've seen that said it wasn't. We're not worried about people not getting in." Several theaters around the country are planning midnight showings on Tuesday night, including the ArcLight in Hollywood.
A Cinemark theater in Plano, Texas, plans to show "Passion" on all of its 20 screens. After a midnight show, it plans to keep the pic playing 24 hours a day. Several other Cinemark locations, including theaters in Long Beach, Calif., Rochester, N.Y., Colorado Springs, Colo., and Valley View, Ohio, are planning to follow suit.
Berney would not hazard a guess at "Passion's" opening weekend take. "I don't want to pin down a number," Berney said. "It could really be through the roof. When you try to peg a specific number, it's really risky because if it's one dollar less, somehow it's a disappointment."
Distrib execs at other companies estimate an opening week take of $20 million to $30 million. Pic is aimed at older adults who sometimes wait to see pics after opening weekend, but rival execs marveled at how Icon and Newmarket had encouraged "Passion's" core audience of churchgoers to rush in next week. "They've convinced them that they've got to see it and they've got to see it right away. It's not a movie, it's a cause," one said.
"Passion" has shunned standard movie marketing techniques, instead building a core audience by creating a network of churches that are seeking to use the film to attract new members.
Icon and Newmarket, however, have launched their broader advertising campaign. TV spots began running on cable the middle of last week. On Monday, network ads began airing. Time has also been bought on Hispanic nets.
Print campaign launches on Sunday with ads in the New York Times, L.A. Times and other major metropolitan dailies. "It's an aggressive campaign combined with a pretty much overwhelming grassroots and faith-based marketing campaign," Berney said. "We've tried to smartly combine the two."
Editors comments:
Let us work to make "Passion" movie break all movie attendance records. Encourage every one you meet to see the Passion of Christ film.
Our Lady of the Roses awesome Bayside Prophecies... http://www.tldm.org/../Bayside/ These prophecies came from Jesus, Mary, and the saints to Veronica Lueken at Bayside, NY, from 1968 to 1995.
I live anew My Passion and My
suffering...
"As I look upon your world, I live anew My Passion and My suffering. I look upon
your world and I am forced to say: Has My Sacrifice been in vain? Always in the
past the Father has sent upon your world a just punishment. The Father has
created and the Father will take away! From your world, many souls will be
removed!" - Jesus, March 29, 1975
Did My Son give Himself in
sacrifice for nothing?
"My child, I am truly the Mother of great sorrow. As I cast My eyes about your
world, I see much taking place that is repeating the time of My Son and His
great Sacrifice.
"I cry bitter tears, for I can only ask, My children, why have you allowed
satan to take you on your present path? Did My Son give Himself in
sacrifice for nothing? Have you forgotten your purpose for living upon earth?" -
Our Lady of the Roses, March 22, 1975
Basket weave cap...
Veronica - And now He's tapping His forehead. Oh, He wants me to tell you,
as He told me this afternoon, that I must tell the world that when He was
crucified ... they have a false notion about His crown of thorns.
The crown of thorns were placed in a basket weave cap and then placed on
His head, and He was pummeled and hammered with sticks and a sledge hammer to
get it down on His head; and that drove the terrible spikes of the thorns into
His head. It seems that His murderers could not find gloves at the time to
handle the thorns. So they thought to take their implements and place these
terrible thorn weeds inside of the basket weave hat. And that is what Jesus wore
when He was crucified. - September 27, 1986
The Agony in the Garden...
I saw Jesus on His knees, bent over in anguish, praying.... There was a
great sadness in His face, great sorrow. He was talking to His Father in Heaven:
"Father, I will drink of this cup, down to the last dreg, if it be Your will. It
is not I that should seek that this cup be removed from Me. My strength is
everlasting in the light, and My heart a bleeding vessel for this cup."
-Veronica, March 8, 1971
Directives from Heaven... http://www.tldm.org/directives/directives.htm
D7 - Pope John Paul II
D66 - The Passion of Christ (Part 1)
D67 - The Passion of Christ (Part 2)
Articles…
St. Alphonsus Liguori's The Passion and Death of Jesus Christ reading #1
http://www.tldm.org/lent/liguori1.htm
St. Alphonsus Liguori's The Passion and Death of Jesus Christ reading #2
http://www.tldm.org/lent/liguori2.htm
Links...
The Dolorous Passion of Our Lord Jesus Christ are the visions of Anne Catherine Emmerich http://www.liferesearchuniversal.com/passionmenu.html#christ
Venerable Anne Catherine Emmerich (1774-1824) Mystic, Stigmatist, Visionary, and Prophet http://www.emmerich1.com/VenerableEmmerich.htm
The Passion of Christ Movie by Mel Gibson http://www.passion-movie.com/home.html
"It is as it was" http://www.opinionjournal.com/columnists/pnoonan/?id=110004442
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