The Marketing of 'The Passion of the Christ'

Six months ago, the conventional wisdom was that Mel Gibson had bet his career on a quixotic religious movie, and was losing. He spent nearly $30 million of his own money to make an unapologetically devout film in Latin and Aramaic; the film (and his father) were portrayed as anti-Semitic, a volatile charge in Hollywood; and he couldn't find a company to distribute it. But now he seems to have won a potent PR victory. NPR's Kim Masters analyzes a canny triumph of marketing.

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