Son of God is a dud. Just don’t tell that to the film’s producers, Roma Downey and Mark Burnett. They found evidence of divine favor in the “truly miraculous” support they received from Catholic and evangelical leaders. It brought in $26.5 million its first weekend. Burnett and Downey’s marketing approach makes good business sense and has plenty of precedent.
The Passion of the Christ
In 2005, just in time for Easter, Mel Gibson released an edited version of his controversial film The Passion of the Christ. A few brutal scenes had been cut and camera angles had been changed, all in an attempt to soften the graphic violence of the original. Gibson said that the new edition of the film would appeal to people who “want to take your Aunt Martha or Uncle Harry” to see it but who would find the first version too intense.