"A good portion, however, of my diminished appreciation for Gibson's movie is the awareness of how the marketing and promotion of the film took on a life of its own, and brought the distinctly secular, cynical, unholy forces of marketing to bear on some of the most sacred of all Christian imagery and story. I resent the commodification of the Passion of Jesus by those who wanted to make a dollar and draw a bigger crowd. I am fearful- almost certain, in fact- that the beloved story of Aslan is about to be plunged into the same baptism of profiteering and evangelical, church growth driven manipulation." (>>)