Icon spent very little on advertising the film, which deals with the last hours of Jesus Christ's life, when it was released earlier this year - instead, it made the film available for special screenings at churches.
BBC: NEWS | Entertainment | No ads for Passion Oscar campaign
The Christian ritual takes place on the Thursday before Easter to commemorate Christ's Last Supper.
On Thursday, he washed the feet of prisoners in a youth detention centre near Rome as part of the Maundy Thursday service commemorating Christ's Last Supper.
And sure enough, the retelling of Christ's last days through the eyes of Mary Magdalene is interlaced with heavy doses of modern social activism in this stirring new oratorio, composed by John Adams to a libretto compiled by Peter Sellars from texts both ancient and contemporary.
Scottish conductor Douglas Boyd chose Berlioz's L'Enfance du Christ for one of his last three concerts as artistic partner with the Saint Paul Chamber Orchestra.
His last work, which he never finished before his death - Christ Preaching At Cookham Regatta - will be one of more than 50 works that will be on show in the exhibition.
Catholics are still buzzing over his speech last year accusing fellow church officials of hypocrisy for forgetting that Jesus Christ bathed lepers and ate with prostitutes.
This effort began last fall when I met the mayor at a Saturday morning basketball game at Christ the King High School on the West Side.
The Great Commission Foundation of Campus Crusade for Christ, an Orlando evangelical group, is seeing bigger gifts than last year, in part because "we have these conversations" with donors, said Bob Hawkes, executive director of the group.
But before that, the last really major international films made at Cinecitta were Mel Gibson's The Passion of the Christ, shot way back in 2004, and Martin Scorsese's The Gangs of New York, which came out a decade ago.
So the shelves remained packed with gaudy shrine paraphernalia, from portraits of Christ with a halo of flashing green, yellow and blue fairy lights, to depictions of the Last Supper illuminated with almost psychedelic colours.
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