Gibson's triumph here compared to his earlier "Braveheart" success reflects his having broken Hollywood's Ten Commandments of movie marketing and distribution. Because "Passion" will be timely to re-issue theatrically at Easter for years to come, it has the potential to wind up as the biggest grossing film in movie history -- at least if you calculate that record on the basis of the cumulative gross from multiple releases of the same film. While it's unclear whether the $30 million to make "Passion" came from Gibson's personal bank account or from his and Bruce Davey's Icon Productions, what is clear is that the film's boxoffice bonanza will give Gibson a heavenly return on his investment.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.