Picturegoers ignore calls to boycott The Da Vinci Code

Hundreds of people defied calls to boycott the controversial film The Da Vince Code and packed cinemas last night to watch the preview of the film lined up to become a major blockbuster.

"We've never had a cheaper publicity campaign. Judging by the response to the preview, it's going to be one of the three bestsellers of the year," Alex Pace, manager of KRS Distributors, told The Times.

The enthusiasm for last night's preview was only matched by Star Wars Episode 1 in 1999, according to Mr Pace.

Despite being panned by many critics, The Da Vinci Code, starring Tom Hanks, took US$224 million at box offices around the world at the weekend to become the second most successful film opening in history.

The film elicited protests from religious communities everywhere with many believers saying Dan Brown's work is offensive to Christianity because it seems to present fiction as fact.

The book and film offer a version of the history of Christianity that goes against traditional readings of the New Testament, including the theory that Jesus and Mary Magdalene had a child together.

But Mr Pace said there were a lot of presumptuous people who were bent on making judgements without even having seen the film or read the book.

"It's a big fuss about nothing. There are only a few minutes in the film which can be deemed controversial, but ultimately this is a fictional film," said Mr Pace, who compared it to a more highbrow version of Indiana Jones.

The print of the film obtained by KRS to screen in Malta is unedited and in line with the version released in the UK.

Though the classification boards of the vast majority of countries gave it a PG or Universal rating, the film was given a 16 rating here.

The classification is a "minor victory" for Vince Marshall who raised a petition with over 5,000 signatures, calling on the authorities to ban the release of The Da Vinci Code. He had also planned to hold what he called a protest/pilgrimage - before the Curia stopped him.

Contacted yesterday, Mr Marshall urged believers to boycott the film and instead light a candle on their windowsill this evening at 8. He has also asked those boycotting the film to donate the cost of the ticket price to Dar tal-Providenza, the residential home for the handicapped in Siggiewi.

Asked whether he fears his campaign has actually backfired and prompted more publicity for the film, he replied:

"Who knows? But don't you think it's important to debate these matters? Do we stop talking about drugs and all the ills of life because we might 'publicise' the problem?"

Will he watch the film just to confirm his fears?

"Over my dead body," was his immediate reply.

The book market that spawned the movie is now cashing in on the hype of the film.

Pierre Portelli, book buyer for Agenda bookshops, said so many people had read The Da Vinci Code that many were now buying associated titles. Books like Cracking The Da Vinci Code, The Da Vinci Code Demystified and Their Kingdom Come were selling like hot cakes.

"There is no such thing as negative publicity. The controversy has certainly helped, and everyone, from teens to elderly individuals, from Church people to atheists are buying the books," Mr Portelli said.

The Da Vinci Code is a publishing phenomenon - locally, it is the only book which has sold in excess of 10,000 copies, according to Mr Portelli.