Tuesday, February 24, 2004
Theaters brace for ‘Passion’ frenzy
Theaters are gearing for what could be the biggest hit of the year.
Wondering what the climate will be outside your local theater? Will there be fire-and-brimstone shouting religious leaders, or silent, placard-holding protesters as the lines form tomorrow to get in?
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.
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