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Don't count him out

By Published on .

"The Passion of the Christ" wasn't supposed to make it. But Mel Gibson's faith-based marketing spurred results that stunned even the believers. The movie pulled in $370.7 million domestically, making it the highest grossing R-rated movie, the top independent film and the biggest foreign-language moneymaker in history. More than a dozen agencies rooted in the Christian community handled pieces of the groundbreaking marketing campaign. Some highlights:

* Promotions with more than 10,000 Christian bookstores and religious retailers

* 25 million e-mails sent to promote advance screenings of the movie around the country

* More than two dozen websites; some provided downloadable forms that allowed parents to give consent for their children under 18 to see the film

* Logo on the hood of Bobby Labonte's race car during the Daytona 500
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