The movie "The Passion of the Christ", was directed by Mel Gibson, with Jim Caviezel playing Jesus.

Advertising - The picture of Jesus with the crown of thorns on his head gets the attention believers of Jesus and others interested in Jesus to be interested in seeing the movie.

Godvertising

• The use of religious themes to advertise God or religion - Jesus with the crown of thorns on his head advertises religion.
• The use of religious themes to advertise non-religious, consumer products - Jesus with the crown of thorns on his head advertises a movie.
• The use of secular or a combination of secular and religious themes to advertise God or religion - Advertising the movie as a Mel Gibson film. Mel Gibson has played in non-religious films as well.
• The use of religious themes to advertise religious products - The belief in the movie's version of Jesus's crucifixion.

Adculture - Mel Gibson invited many high profile church and religious leaders to see a preview of the film. Some of the religious leaders included the Pope, the Reverend Billy Graham, and many highly recognizable televangelists.

Mel Gibson used the church hierarchy (getting the religious leaders interested in the movie, then the religious leaders encouraged the congregations to purchase tickets to the movie) to implement the adculture (1).

Branding - Stores sold film-related products such as cross-nail pendants, crosses, books, and artwork (1).

Fetishism - People believing in Jesus's crucifixion will have reverence for what Jesus did for humanity.

Commodity Fetishism, Baudrillard’s Adaptation - Giving power to the image gives Christians a social relationship, or a comradeship in the belief of Jesus's crucifixion.

REFERENCE LINK

(1) Mel Gibson's The Passion Of The Christ: Market Segmentation, Mass Marketing and Promotion, and the Internet