As if from above: this further suggestion that the Church/marketing is blurring.
USATODAY.com - Promoting 'The Passion': "Churches are encouraging group ticket sales, and stores are stocked with film-related products, such as licensed cross-nail pendants, crosses, coffee mugs, coffee-table books and artwork.

'When you have star talent like this, you want to maximize opening weekend,' says Mitch Litvak, president of The L.A. Office, an entertainment marketing firm. Studios typically spend $20 million to $30 million on marketing if they want a blockbuster opening, he says.

In this case, the film's backers are turning to the country's 120 million churchgoers. The moviemakers are providing churches with free marketing materials to help fill theater seats -- and pews. Among the items are posters and postcards for direct mailing with the line: 'Best outreach opportunity in 2,000 years.' One promotional tool points preachers to www.sermoncentral.com for free sermon ideas that promote the movie while preaching the Gospel.

The licensing and distribution of merchandise also play a key role, especially for retailers serving a growing market for religious goods.

'By having religious-themed articles in the marketplace, it does draw people's attention to (the movie),' says Charles Riotto, president of the International Licensing Industry Merchandisers' Association. 'If it's done tastefully, it could be a good marketing ploy.'

About 2,000 Christian specialty stores are selling Passion articles, and distribution is expected to reach an additional 1,000 by month's end, says Dwight Robinson, director of marketing for Bob Siemon Designs. The company is the lead licensee for Passion and a distributor of jewelry and other goods."

Here is the real weird part: I get all of this from the very site selling the pendants. They are proud to market this way. (emphasis added)