Warner Bros. created sermon outlines and other support materials, and invited pastors to early screenings, as one very targeted way of promoting Man of Steel.  Among the Superman-themed sermon outlines was a "Father’s Day Conversation Guide," by the American Bible Society, which starts out with the following:

"Round up the kids and take them to see Man of Steel (PG-13).  Then use this Conversation Guide to take another look at the movie’s major themes.  In the conversation, you will discover new connections to your own life and God’s Word."

Another offering,"Jesus:  More than our ‘Super Man’," offers as the "Goals of Meeting," "Kids will better appreciate Jesus and his sacrifice through looking at scripture and the parallels in the Man of Steel movie."  And, of course, as "Fellowship," it suggests, "You may consider seeing the film together, or start by watching a trailer."

Outreach to religious audiences is not new.  Mel Gibson’s Passion of the Christ was promoted to churches and Christian retailers, with group ticket sales to churches, sermon outlines, marketing materials, and other support all designed to drive interest in the film and ticket sales.  The film grossed $370 million domestically, the highest gross ever for an R-rated film.

But promoting a secular movie based on a comic character to a religious audience was a new twist in movie marketing. 

Man of Steel passed $210 million in domestic box office last weekend (see "Pixar Pic Tops 'Monster' Weekend").