How the Church Helped Turn 'Devil Inside' Into Mega-Hit

Studio marketers for Paramount execute marketing campaign for "The Devil Inside" with the help of clergy member and Westminster Presbyterian Church in Pasadena.

As part of Paramount's marketing strategy for the film, a TV spot was made during an advance showing event on December 15. In an effort to anchor the campaign around making the film seem real, the screening took place in an actual church, with a clergy member available after the screening to perform blessings and answer any questions about exorcisms.

Studio marketers for the film can pat themselves on the back for a job well done, with "The Devil Inside" (with a production budget of $1 million) opening to a record breaking $34.5 million at the box office.