THE PASSION OF THE CHRIST
Mel Gibson’s The Passion isn’t an easy sell. …no major studio wants to touch it.
The New Yorker (9/15/03)
Gibson has half-jokingly remarked that The Passion may be a career-killer for him. If it is not, if it somehow manages to succeed, it will be in no small measure owing to Paul Lauer's efforts.
…Most talked-about movie event in America, in large part because of a marketing strategy... One Hollywood executive at a major studio described it as "a brilliant marketing campaign."
Washington Post (2/17/04)
…Lauer declined to discuss this campaign in detail. "There's a certain proprietary element to it," he said. "We have spent a great deal of time creating a new system."
Advertising Age (3/22/04)
The Passion of the Christ has stunned even the believers. It's defied all the practiced way of doing things. It has become a textbook study in both high-profile and below-the-radar marketing.
“The film succeeded through Gibson's brilliant marketing strategy.”
- Associated Press
“The Passion is rewriting box-office history."
Paul Dergarabedian of Exhibitor Relations, in Associated Press
Grossed $612 million in worldwide box office
#1 R-rated film in history
#1 independently distributed film in history
#1 February release in history
#1 5-day per screen average of $41,295