‘The Passion’ opening hot item

In an historic and unprecedented manner, San Diego churches are part of a national phenomenon for the opening of Mel Gibson’s long anticipated “The Passion of the Christ.”

According to the movie trade website Variety.com, “Though not a single television ad has aired for ‘The Passion of the Christ’ two weeks before its release, Mel Gibson’s depiction of the crucifixion of Jesus is eclipsing mainstream Hollywood fare in audience interest.

Tracking data is tightly controlled by Nielsen NRG and its studio clients because predicting box office from NRG numbers is more of an art than a science.

One reason the Feb. 25 opening was shaping up to be a big success is from large, church-based demand. Never in history have so many seats been pre-purchased for a movie of this kind by area churches. Some churches sponsored preview showings Feb. 23-24.

The eagerness of Mission Valley Christian Fellowship (MVCF) can be seen because they booked the earliest preview date in the county, Feb. 23. In total, MVCF purchased over 1,600 seats for locations in Mira Mesa and Chula Vista. In addition, the movie’s promotional tile appears on the MVCF website. “We have had hundreds of people asking about tickets for months,” said MVCF’s Pastor Leo Giovinetti . “They want to take friends and family, people from work, and their neighbors. This movie will have a stunning impact on our community and our nation.”

The opportunity to see ‘The Passion’ produced an overwhelming response at The Rock. Nearly 1,500 seats were available for Feb. 23-24 previews. These back-to-back bookings allowed in-theatre audience discussion time between the showings. In preparation for the official release of this movie, the Rock held evangelism trainings in order to equip the church members to not only share their faith but to answer any questions audience members may have. “This movie is extremely powerful,” said Miles McPherson, Pastor of The Rock. “My prayer is that it ignites revival in our country.”

In East County, the Shadow Mountain Community Church (El Cajon) pre-purchased, then immediately re-sold 3,100 seats to their congregation. The shows spanned three dates in two different theatres with back-to-back previews. “This movie has electrified our entire community,” said Pastor David St. John. “I have never seen this kind of response, this kind of anticipation, and this kind of eagerness for a movie.”

Pastor Shawn Mitchell’s New Venture Christian Fellowship in Oceanside pre-purchased several complete theatre showings, over 4,000 seats, at the Moviemax Theatre in Plaza Camino Real. Congregation members are buying additional tickets, spending up to $100 themselves, to give free tickets to friends and family. “The movie is tremendous, and it’s an incredible opportunity for all of us!” said Pastor Mitchell. “We have been working now for several months in anticipation of this gripping - and graphic - movie. Our entire congregation is committed to using this unprecedented opportunity to present Christ to any and all throughout our community.”

At Horizon Christian Fellowship (Rancho Santa Fe) the reaction is extremely energetic. Their congregation purchased over 1,300 seats in five theater showings in Del Mar plus a “preview” showing on Feb. 24 at the Krikorian Theater in Vista. In addition, members of the church are buying individual tickets and giving them to friends, co-workers and neighbors in the community.

“I believe ‘The Passion’ is one of the greatest media tools the Church has ever been given to reach our culture with the story of Jesus,” said Bob Botsford, Pastor at Horizon RSF. “Mel Gibson has poured his heart into this project not for the purpose of entertaining people, but so they will be changed for all eternity.”

College Avenue Baptist Church (near SDSU) obtained all 600 seats for Feb. 25 at the Grossmont Center in La Mesa with probable add-on showings for future dates. “Our goal is to have an intergenerational experience for our church and their friends,” said Pastor Matt Hammett.

At the 450 member Mt. Soledad Presbyterian Church (La Jolla), the church has purchased more tickets (830) than its entire membership. To encourage discussion, they have reserved a meeting room in a local coffee shop afterwards. At the 6,000 member Maranatha Chapel, in Rancho Bernardo, Senior Pastor Ray Bentley said they were taking a different approach. “The response and interest has been overwhelming but we are encouraging our entire congregation to go to the show of their choice and just sit with everyone else.”

Skyline Wesleyan Church in La Mesa has pre-sold 175 tickets but expects to add many more as the theatre times become available in March. “Our church is very excited about this movie,” said Pastor Jim Garlow. “It’s graphic, realistic, and it shows the price Jesus paid for all of us.”