Beware June 6, 2006: The apocalypse, the Antichrist, death metal and Ann Coulter will all be among us.
The numerical translation for this year's June 6 bears an eerie resemblance to 666, an infamous digit known as the mark of the beast or Antichrist in the Book of Revelation.
Marketing campaigns, sensing a chance to boost profits and stir up buzz, have taken notice.
The eye-catching marketing campaign for 20th Century Fox's remake of “The Omen” first grabbed the public's attention about the date. Ominous posters and billboards featuring “6.6.06” started showing up this spring. The posters feature a variety of creepy slogans rolled out over several weeks: “The Signs Are All Around You,” “You Have Been Warned” and “Heed The Omen.”
All of the catch phrases actually were used when the original “Omen” came out in 1976, said Kevin Campbell, executive vice president of marketing and strategy for 20th Century Fox. But the film's unorthodox Tuesday release in order to make the 6/6/06 date stick, is original.
Ann Coulter's book “Godless: The Church of Liberalism,” is being released that day by Crown Forum. Coulter said in a Fox News interview last month the release date is her “little tribute to liberals.” Nevertheless, Crown Publisher Steve Ross said in a statement that June 6 was chosen before the book had a working title.
Death metal is also having a banner day, with the releases of albums like “Allegiance” by As Blood Runs Black and “The Stench of Redemption” by Deicide.
Los Angeles is the site of a major religious event that day, sponsored by The Church of Satan. The group is hosting a satanic high Mass at a sold-out Steve Allen Theater.
“We are simply taking advantage of this unique date which the public fears because of Christian mythology as promoted by Hollywood hypesters,” Church of Satan High Priest Peter H. Gilmore wrote in an e-mail.
He added, “Let's all have a hell of a good time that day!”
There is one June 6 event that claims it's not like the others. The popular “Left Behind” series, a Christian collection of novels about the apocalypse distributed by Tyndale House Publishers, is using the date to release “The Rapture,” the series' 15th installment.
“Left Behind” marketing manager Cheryl Kerwin said Tyndale had planned for several years to release an installment on that date, and said the book “will bring some light to the number.”
Meanwhile, the California-based Parable Group is offering a special June 6 sale of old “Left Behind” paperbacks. The price? $6.66 each.
Tim LaHaye, a former San Diego County pastor and co-author of the “Left Behind” series, doesn't think his readers will have a problem with the satanic sales price.
“Any time you get a solid paperback that's been a best-selling paperback, and you get it for $6.66,” he said, “it's a pretty good bargain.”
