DVD sales of Mel Gibson's blockbuster The Passion of The Christ hit 4.1 million in the first day of sales, Aug. 31, the film's distribution company, Twentieth Century Fox Home Entertainment, reported Wednesday.

The film's combined video and DVD sales trail the one-day sales record of 8 million by Finding Nemo, but is significant since the film was rated R and is subtitled.

Consumers are buying 1.8 copies on average, which is a first, according to Twentieth Century Fox Home Entertainment.

At Christian Supply Inc. in Spartanburg, S.C., a number of shoppers have purchased more than one copy, with one woman coming back repeatedly to buy 25 copies in total, the store's buyer Norman Burleson told Christian Retailing. The store sold 659 copies in pre-sales and, according to Burleson, was "surprised" to sell 250 on release day.

The 18 Berean Christian stores pre-sold almost 6,000 copies of the DVD and video, book and video buyer Robin Grossbier said. Berean stores also sold 4,316 copies on Aug. 31.

As Florida was preparing for Hurricane Frances' arrival, owner Rodger Long of Long's Christian Bookstore in Orlando said customers were not concerned with purchasing the video or anything "except gas containers (or) generators," but pre-sales were "good."

The controversial film reached $610 million at the box office around the world, including more than $370 million in North America, making it the year's third-highest-grossing movie behind Shrek 2 and Spider-Man 2.

For a full report, see the Oct. 4 issue of Christian Retailing magazine.

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