Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
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Abstract
Mel Gibson''s movie, The Passion of the Christ (The Passion) is the eighth highest grossing film of all time. Controversy surrounded the movie much before its release. The movie was criticised for its potential for promoting anti-semitism, excessively violent content, historical accuracy and movie-related merchandising. It was even banned in some countries. However, thanks to Mel Gibson''s unconventional marketing strategies, it had one of the biggest openings ever throughout the US and continued its lead for a long time. This case describes the unconventional approach Mel Gibson adopted to market his movie. It showcases the grassroots marketing campaign Gibson led to ensure its success. The case offers scope for discussion on the importance of subject-specific marketing and advertising strategies. It also shows the rise in popularity and box office performance of controversy-fuelled movies. A structured assignment ''504-108-4'' is available to accompany this case.
About
Abstract
Mel Gibson''s movie, The Passion of the Christ (The Passion) is the eighth highest grossing film of all time. Controversy surrounded the movie much before its release. The movie was criticised for its potential for promoting anti-semitism, excessively violent content, historical accuracy and movie-related merchandising. It was even banned in some countries. However, thanks to Mel Gibson''s unconventional marketing strategies, it had one of the biggest openings ever throughout the US and continued its lead for a long time. This case describes the unconventional approach Mel Gibson adopted to market his movie. It showcases the grassroots marketing campaign Gibson led to ensure its success. The case offers scope for discussion on the importance of subject-specific marketing and advertising strategies. It also shows the rise in popularity and box office performance of controversy-fuelled movies. A structured assignment ''504-108-4'' is available to accompany this case.