The devil is in the details — and no one knows this better than studio marketers. So when Paramount marketing gurus Josh Greenstein and Megan Colligan set out to make a TV spot highlighting the communal experience of watching exorcism pic The Devil Inside, what better props to use than an actual church with a real member of the clergy?

On Dec. 15, scores of people were ushered into the Westminster Presbyterian Church in Pasadena for an advance showing of the film, which opened to an eye-popping $33.7 million over the Jan. 6 weekend.

“We screened the movie at night. And the priest blessed people if they wanted,” Greenstein says. “He also was available after the movie to answer any questions about exorcisms.”

Greenstein and Colligan won’t reveal the clergy member’s identity, or whether he is actually a Catholic priest or a minister. “We didn’t want to advertise him or his faith,” Greenstein notes.

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