Marketing Miracle: The Bible

It's been making headlines, and tonight we take note of the heavenly number for one program. The new series about the well, tonight, we take note of a heavenly number for one millions of viewers... See More

It's been making headlines, and tonight we take note of the heavenly number for one program. The new series about the well, tonight, we take note of a heavenly number for one millions of viewers showing there is hunger for stories from the scriptures. Gio benitez. Reporter: It's the epic story so many already know. Yet more than 13 million people tuned in for the premier of the bible on the history channel. That's more than american idol. This is not the grandfather's bible. Everyone is good looking. There's beautiful sunsets, there's big production values. Reporter: And big expectations. Co-producer mark burnett sat down with nightline's cynthia mcfadden. Millions will either open the bible or reopen the bible. Maybe a billion. Reporter: The story has captivated hollywood for decades, from the 10 commandments to mel gibson's the passion of the christ which broke records. Why does the bible fascinate both believer and non-believer? Bruce, author of walking the bible, says the reason is in the mystery of the details. There is this desire to reconnect with the story. That continues today. I think if you can prove that one screw existed, you can prove the whole machine existed. Reporter: And hollywood's search for biblical answers and ticket sales doesn't end with the mini series, russell crowe will star in a movie about noah's ark next year. When we come back, the video shooting straight to the top of