They're trying something fairly new in dual-marketing technique.
Brent Plate
I think they are looking at two films, 'The Lord of the Rings' and 'The Passion of the Christ,' which targeted totally different crowds and looking for a way to hit both of those markets.
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Gibson's Passion proved that there is a tremendous alternative marketing possibility available, a way to target audiences in nontraditional ways. It's a whole different demographic they are looking at. All of this is changing the way marketing is being done.
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