I presume then that it would be interesting to know that the “controversy” over this movie was stirred up deliberately - for the precise purpose of selling more tickets?
"Gibson’s ‘Passion’ for movie profits
By Alex Beam, Globe Columnist, 2/26/2004
Call it the Christ con. Let’s roll back the tape on what might be the most successful – and cynical – movie promotion campaign in Hollywood history:
January 2003: Mel Gibson appears on Bill O’Reilly’s Fox News Channel talk show to discuss “The Passion of the Christ,” which Gibson is filming in Rome. (O’Reilly and Gibson have a disclosed business relationship: the actor/
director owns the movie rights to an O’Reilly book.) Ex nihilo – you’ll be needing a bit of that parochial school Latin to get you through this column – Gibson avers that his hitherto unknown movie “does have a lot of enemies.” None is named, although Gibson seems to be complaining about a freelance reporter assigned by The New York Times Magazine to write about the conservative strain of Catholicism espoused by Gibson and his father.
O’Reilly swallows the Gibson guff: “You really believe it’s because you’re making this movie about Jesus?” Gibson answers, “I think there are a lot of things [sic] that don’t want it to happen.” Prior to this interview, Gibson has made noises about his purported inability to find a distributor for the movie.
April-May: Eugene Fisher of the US Conference of Catholic Bishops and Eugene Korn of the Anti-Defamation League convene a small group of scholars to offer suggestions to Gibson. According to participant Paula Fredriksen of Boston University, Fisher discussed the scholars’ reaction with Gibson and his agents, and asked the group to keep its deliberations, although not its conclusions, confidential.
Mirabile dictu, a lawyer for Gibson accuses the USCCB of working with a script “stolen from Icon,” Gibson’s production company. This accusation, and the scholars’ report, is leaked to Zenit, a conservative Catholic news agency. Zenit complains of “a string of recent attacks on Gibson’s film” and names only one of the scholars contributing to the USCCB-ADL critique – Amy Jill Levine, a professor at Vanderbilt University. “The spin was already in as soon as they got the scholars’ report,” Fredriksen says. “They turned it into the movie that the Jews don’t want you to see, and it worked.”
Perhaps this is the moment to reveal that Gibson’s publicist, Alan Nierob, spent years working for Jennifer Lopez. If you saw J.Lo in, say, “Anaconda,” you can appreciate Mr. Nierob’s gift for turning tiny mustard seeds into hot hot hot properties.
July-August: The punditocracy lurches into “action.” I write about “Passion” in July, but more importantly, the Times’ culture columnist Frank Rich devotes his Sunday essay to the movie a few weeks later. “The real question here is why Mr. Gibson and his minions would go out of their way to bait Jews,” Rich wrote. Um, because it sells movie tickets? Just a few weeks later, Gibson tells a sympathetic New Yorker writer he wants “to kill” Rich, “to see his intestines on a stick.” Rich fires back in two subsequent columns, and a bona fide media frenzy begins. Could the predictable Newsweek cover be far behind?
December: Ah, the Vatican con. One of Gibson’s producers lets slip that Pope John Paul II had seen “Passion” and liked it. “It is as it was,” the Polish-speaking prelate supposedly said.
Or did he? A top Vatican official later denied the story, but Nierob told the (New York) Daily News he had an e-mail confirmation of the pontiff’s thumb’s-up. Or did he? He didn’t provide the e-mail to the Daily News, and he didn’t return my telephone call.
Manipulating the Vatican? Pretty cynical, you say. But where selling box office is concerned, nothing is sacred.
What is the upshot? Far from being a small project shunned by mainstream exhibitors, “Passion” is opening wide, as they say in Tinseltown, in 2,800 theaters across the country. I bet it will gross at least $70 million in US ticket sales – more than twice the reported cost of the movie. The potential DVD sales through Christian media outlets are enormous. Did anyone mention overseas sales? There are a lot more Christians in South America and Africa than there are here.
To my fellow Christians who deluged me with hostile e-mail in July, please accept this response to your forthcoming messages. I quote Mr. Pilate of New Testament fame: Quod scripsi, scripsi. What I have written, I have written."
Seems to me that both the “Jewish people jumping up and down crying anti-semitism”, and the equally-predictable “Jews always cry wolf” lobby, have been targeted and manipulated to make money - by having their buttons pushed by Mr. Gibson’s publicity machine.
Some may find this outrageously cynical, given the subject matter of the movie; maybe because I am already cynical, I find it kinda funny.