Ed Driscoll

THE MAGIC NUMBER: Rob Schwartz,

THE MAGIC NUMBER: Rob Schwartz, head of distribution for Newmarket, the distributor Gibson hired for The Passion when no major Hollywood studio would pick the film up, says it’s well on its way to reaching the magic $100 million mark. As of yesterday’s box office, it’s already grossed $64,578,000.

On Friday morning, we found an amusing way to put those numbers into context.

UPDATE (2/29/04): Box Office Mojo, which Drudge uses to track, well, just that, estimates that the film should go over the $100 million mark today. And Sunday seems like a perfectly appropriate day for it to occur on.