This article in AdAge dissects Mel Gibson's marketing campaign around his controversial film, The Passion of The Christ, "... which opened in 3,000 theaters on Feb. 25, Ash Wednesday, took in $26.5 million in 24 hours -- a historic benchmark topped only by two other films: Lord of the Rings: The Return of the King and Star Wars. Yesterday, the highly controversial film's U.S. marketer and distributor, Newmarket Films, reported total box office receipts for the first five days of screenings to be $125 million. Prior to the movie's opening, the Gibson effort sent 250,000 DVDs to Christian ministers and priests around the counrty, as a Web site, provided those same clerics with an instant means to order packs of promotional posters, hymnal slip cards and door-hangers they could distribute at their services."