"LOS ANGELES, California (Reuters) -- Talk about a hard sell: this movie stars unknown actors speaking an obscure language and is directed by a man whose off-screen behavior has outraged many.
Figuring out a way to market Mel Gibson's latest movie, "Apocalypto," has many experts scratching their heads. Unlike "The Passion of the Christ," Gibson's last film, "Apocalypto's" tale of human sacrifice among the ancient Mayans has no built-in audience of millions of Christians to draw on.
The movie also has to overcome months of bad publicity
Gibson received after he was arrested for drunk driving and flew into
an anti-Semitic rant at the arresting officer." Read more here.