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
In the US, a remake of cult 70s zombie film Dawn of the Dead has proved, literally, bigger than Jesus.
BBC: Dawn of the Dead (2003)
The film, which depicts the final 12 hours of Jesus Christ's life, is to be released on Ash Wednesday, February 25.
CNN: Sources: Pope likes Gibson's 'Passion of Christ'
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