UnPrecedented Passion Phenomenon Persists
by Jenni Parker
March 16, 2004
(AgapePress) - Three weeks after its opening, The Passion of the Christ is still outselling any of its newly released competitors, and the success of the Mel Gibson's retelling of the crucifixion story is causing many to speculate on how they can make the most of this biblically-based film phenomenon. The Passion rang up another 31.6 million dollars at the box office in its third weekend, and the film's distributor predicts that its huge commercial success will prompt Hollywood studios to put out more Biblical epics. But Newmarket Films president Bob Berney told AP that would-be imitators had better realize that the movie-going audience "is pretty discerning."
Berney, who was among the many independent film distributors who convened last weekend at the South By Southwest Film Festival in Austin, Texas, noted that Mel Gibson's Passion has surpassed "My Big Fat Greek Wedding" ($241 million) to become the highest-grossing independent film ever made. Paul Dergarabedian of Exhibitor Relations says since the movie's release on Ash Wednesday, it has taken in some $264 million dollars in ticket sales.
In an interview with Associated Press, Dergarabedian said, "Any question about how well this film would do has been completely erased. Even during the mid-week, when usually box office business goes way down, this film has been doing well on a daily basis. Really, after three weeks, to only drop 41 percent versus the previous weekend is quite amazing, [and] shows the staying power of this film."
On top of ticket sales, the film promises to make a considerable amount in merchandising dollars. Pins, pocket crosses, T-shirts, mugs, soundtracks, books, and jewelry are among the items licensed by Mel Gibson's Icon Productions to be sold in conjunction with the new film about the crucifixion of Jesus. Christian book stores are clamoring for these products, which are in increasingly high demand among their regular clientele. (See related article at http://headlines.agapepress.org/archive/3/22004g.asp.)
But Although much of the commercial success of Gibson's film can be attributed to support from Christian audiences, Paul Dergarabedian says with these kinds of numbers, it is obvious that The Passion is attracting a broad and diverse audience, including many people outside the church. "It would be hard to say that this is just church people or religious people going to see this movie, he says, adding, "This movie is generating interest in pretty much everybody who's interested in film."
Eternal Returns
While many Christians were personally touched and awed by The Passion, a number of Christian groups, churches and individuals have sought to make use of the movie as an evangelistic outreach tool. Many have purchased tickets to give away, while others have been attending screenings in order to hand out tracts and share the gospel with audience members coming out of the theaters.
Among such Passion enthusiasts is Southern Baptist businessman Arch Bonnema, who spent $42,000 to reserve all 22 screens of a suburban Dallas theater complex and gave away 6,000 tickets to The Passion, so that plenty of non-Christians would have an opportunity to see it. Also the North Mississippi Worship Center collectively rented a theater for a three-night run, buying all 200 tickets to the showings, and giving them away on a first-come, first served basis. And Florida State Representative Dennis Baxley spent $1,200 of his personal funds to reserve a Tallahassee theater for a screening of the controversial film to make sure his fellow lawmakers had a chance to see it.
Other Evangelical organizations have scrambled to provide resources for seekers who, once seeing the movie or hearing about it, are interested in knowing more about its scriptural basis. Browsing the Internet for information about The Passion of the Christ can generate not only countless movie reviews, news, and merchandising sites, but also a number of "hits" that offer an introduction to the gospel, or resources for a personal or group Bible study about the events leading up to the crucifixion or a scriptural explanation of the reasons for Christ's great sacrifice.
For instance, Moody Bible Institute has set up a site called His Passion For You" to help a seeker understand the story retold in the film in its proper scriptural and spiritual context. Another site, studentshavepassion.com, provides college students with resources to help them promote the film on their campuses. And Campus Crusade for Christ has also designed a six-part evangelistic Bible study based on movie, with leader's guides, study questions, and even a ready-made flyer to advertise the study.
As the Passion phenomenon sweeps the Church and the country, many Christians are finding ways to use the film to deepen their own understanding of God's love and mercy, even as they share that truth with others. As one moviegoer, Phil Frie, remarked after seeing the film, "Not only is this going to save souls -- this is going to jolt the born-again believers into getting about God's business." And so it apparently has.
Associated Press contributed to this story.
