Mel Gibson's The Passion of the Christ opened this weekend to the kind of box office most blockbusters can only dream of. The movie hauled in $117.5 million during its first five days, hitting number one at the box office. It had the seventh most successful three-day opening ever, and the best for a movie in which the characters speak exclusively in Latin and Aramaic, with English subtitles.
I always talk about the importance of measuring PR campaigns in terms of ...