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The controversy around this film has been swirling like a dust cloud, and no doubt helping the box office receipts beef up well in advance of the film’s release.
In spite of -- or perhaps because of -- the concerns, promoters have expanded the number of theaters where the film will be screened.
Also, more screens will be showing "The Passion of the Christ" than originally planned.
The number of available movie reels was raised to 4,000 from 2,500, and the number of theaters playing the film is expected to rise to 2,800 from 2,000, Newmarket Films spokesperson Brooke Travis told CNN last week.
A big opening volume is considered key to a movie’s success. And all the controversy doesn’t hurt, either.
"We’re preparing for a very busy week," Rick King, national publicity director for AMC theaters, said.
Busy in the form of protesters, or in record-breaking sales?
Probably the latter. "The Passion of the Christ" will be shown at the Neshaminy and Hamilton AMC theaters.
Will all the added hype prompt theaters to bring in extra staff?
That’s hard to say. Local theater managers directed press inquiries to national corporate headquarters,
Jennifer Hanson, director of corporate communications for National Amusements, which represents Center Plaza Theaters, said, "In certain locations that we have seen sell-outs for opening day, we are staffing accordingly. Not in anticipation of protests."
Preview screenings have been limited to a select few areas. Director Mel Gibson and his film company, Icon Productions, have been screening the movie privately for Christian groups and religious leaders specifically to create publicity.
Still the controversy does not seem to have the movie industry rattled.
"We don’t foresee any meaningful amount of protests developing," said King. "We’re accustomed to the fact that movies can be a source of controversy. That’s nothing new to us.
"The primary organizations that are offering opinions have said that they have not planned any organized protests."
Therefore, the only battles at the box office should be over ticket availability, not placards and shouting.
Many area theaters are offering advance ticket sales for "The Passion of the Christ."
King would not provide specific numbers, but he said that advance ticket sales have "exceeded advance sales of ‘Lord of the Rings: The Return of the King’ and ‘Spider-Man.’"
Many of the local and national advance ticket sales have been from congregations and religious groups.
The film’s release date is tomorrow, Ash Wednesday on the Roman Catholic calendar.
