It's heaven and hell at the multiplex. "Risen," a movie about the aftermath of Jesus Christ's resurrection that was recently screened at the Vatican, and "The Witch," a Sundance horror sensation with the seal of approval from a Satanist group, both open wide this Friday.

The shared release date, which comes during the Lenten period leading up to Easter, is a coincidence, but while the movies couldn't be anymore different, their marketing strategies are both focused on creating buzz in a marketplace dominated...