There's only two reasons why this movie will make any money.
1. Mel Gibson is the Director. If it were Joe Blow off the street, no one would even bother to go see it.
2. The violence and anti-Semetic theme are sure to offend some, if not many. People are warned that it's "too violent". I saw one headline that said "More gore than God" and that children should not be allowed to go see it. Whenever something is deemed "controversial" or "offensive", people flock to it as though it were the last movie on earth. There's been many other movies about Jesus that were not directed by Mel Gibson or have the blood and gore that this one apparently has and they most certainly were not run-away hits. Without Mel Gibson's name added to it, this movie would never be in all the headlines.