(CNN) — In spite of tepid reviews from some film critics, “Les Miserables” is booming at the box office, and that financial success can in part be traced to a group of its biggest boosters: Christians, particularly evangelicals whom NBC Universal went after with a microtargeted marketing strategy.

The story in “Les Miserables” is heavy with Christian themes of grace, mercy and redemption. The line everyone seems to remember is “to love another person is to see the face of God.”

NBC Universal looked to capitalize on those components and promoted the film to pastors, Christian radio hosts and influence-makers in the Christian community.

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