Well-planned hype is more like it. Heavily graphic R-Rated violence. Ordinarily the Evangelical types would rail against torture, blood, violence, and never patronize an R-Rated movie. Do they need to see this movie to realize just what was involved in a trial and execution in Jesus' time? Do they need a movie to bolster their faith?
And what else? Officially sanctioned jewelry, coffee mugs, and t-shirts? You bet. Free with a Happy Meal.
However, Mel Gibson denies making the movie for the money. Maybe the Pope will get him into heaven.