With Christmas only a few weeks away, you'd think this was the perfect time to release a film that revolves around the birth of Jesus, right? Wrong. The film took in only $8 million, the second lowest total in history for a film debuting on over 3,100 screens. But why did it tank? Bad marketing? Poor reviews? Were people too busy Christmas shopping? Was it because Mel Gibson and the controversy were absent? And why are people so afraid to promote a film whose story inspired the holiday they're about to celebrate?
It’s just too dull, say many of the critics, although there are some notable exceptions.