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Gibson to market Passion on his own

Hollywood, Oct. 22: Determined to insulate his controversial The Passion of Christ, and to control the movie’s challenging marketing, director Mel Gibson has decided to distribute it himself through his company, Icon Entertainment, according to sources close to the film.

Newmarket Films, which has distributed Whale Rider and Memento, will assist Icon in shipping prints of the film and collecting money from theatres.

Gibson will bypass Hollywood’s traditional means of distribution, where studios and independent companies arrange for a film’s marketing, publicity, distribution and accounting. He showed The Passion of Christ, based on the last hours in Jesus Christ’s life to 20th Century Fox, but Fox declined to distribute it.

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