The Passion of The Christ Marketing Minutes 07.27.2004

1
The Passion of The ChristMarketing Minutes
07.27.2004

• To Christian individuals, The Passion of the
  Christ is the "must see" film that will help you
  to reaffirm your religious faith and beliefs.

Presented by Natalie Dotlich, Kara Hoover, Pooja
Kochhar, Imelda Komala, Andy Kulas Katie Lamp
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Movie Background

• Focused on the events occurring during Jesus
  last 12 hours of life
• Based on Gibsons adaptation of the New Testament
  and other biblical writings
• Top 2004 R-rated box office hit
• 368 million in US box office receipts since its
  debut on Feb 25
• Highest grossing independent film ever
• 7 grossing film of all time

3
Benefits

• Sound Christian doctrine
• Realistic and historically frank depiction of
  events leading to Christs death

• Portrays reasoning and importance of Christs
  death in terms of the impact of Christianity today

4
Changes in Consumer Behavior

• World events force re-examination of beliefs
• Promoters of the film sell the benefit of comfort
  in uncertain times
• Serves as catalyst for the lapsed of faith

5
Marketing Obstacles

• Religious Movie
• Centuries of debate over The Passion story
• Controversy over Anti-Semitic overtones
• Aramaic and Latin subtitles
• Most violent story ever told Entertainment
  Weekly
• R Rating

6
Overcoming Obstacles

• Gathering of 10,000 Christian pastors
• Sent out 10,000 DVD kits
• Marketed as a group experience, encouraging use
  of existing social network present in churches
• Question and answer sessions with Gibson
• One sided screening confidentiality agreements
• Prescreening the day before Super Bowl Sunday
• Eight months of pre-opening controversy produces
  free marketing and publicity
• Anti-Defamation Leagues protest

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Overcoming Obstacles

• Fan based advertisement donations
• Good Friday advertisements in USA Today
• Used many grass-roots approaches that relied on
  volunteer effort
• 1.7 million advance ticket sales-strategic
  alliances with Fandago and Regal Cinema

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Conclusion

• Continued marketing efforts by Gibson and Icon to
  reach wider audience
• Upcoming DVD and VHS release (8/31)
• Retailers selling film in DVD and VHS bulk packs
  to churches
• Passion of the Christ web site will be offering
  promotions and incentives to encourage church
  participation
• Films promoters accessed the powerful network of
  churches and faith-based organizations to sell
  the experience of viewing the movi

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References

• Fox resurrects 'Christ' on DVD. Daily Variety.
  May 11, 2004.
• 'Passion' hits video Aug. 31. Video Store. May
  16, 2004.
• SAM'S CLUB MARKETS PASSION' TO CHURCHES.
  Supermarket News. June 28, 2004.
• Gibson on mission to market 'Passion'.
  Advertising Age. Feb 16, 2004.
• Producers keep up passion for 'Passion'.
  Advertising Age. Mar 22, 2004.
• The Agony the Ecstasy. Entertainment Weekly.
  Feb 20, 2004