WINNIPEG - Cineplex Odeon is scrapping religious ads just as a film sparking Catholic protest across the world hits its screens.

On Wednesday, the company cancelled a series of ads -- valued at $60,000 -- that were slated to hit theatres from May 26 to June 30 in Winnipeg, Vancouver, Calgary, Edmonton, and Toronto.

The ads promoted The Da Vinci Code, which opened yesterday.

The 10-second Campus Crusade for Christ ads were booked in April to direct moviegoers to a Christian website on the novel-turned-film's controversial theories, said marketing director Braden Douglas.

But Cineplex said the spots shouldn't have been booked at all.

Spokeswoman Pat Marshall said the ad "fell through the cracks" of a company policy not to accept any religious content in theatre advertising.

"We decided that religious ads have a potential to inflame people and, as a result, we don't run them," said Marshall.

When asked about previews of movies with explicit religious themes, Marshall said that promotion falls under different rules.

"We're talking about an advertising policy, not a film policy," said Marshall. "We're not film censors, that's the government's role."

Douglas said the ad was "absolutely not" something he'd expect would inflame anyone.

"I think if it did you'd have to pull a lot of advertising on TV today," said Douglas. "It was meant to be just informative of the website in a very positive manner."

He said the ad's only sound are the words "Seek the truth" and "DiscussDaVinci.com," aired over a close-up shot of the eyes in the famous painting, the Mona Lisa.

The website aims to set viewers straight on the novel's "myths" about Catholicism.

Specifically, it counters author Dan Brown's conspiracy theory that Jesus Christ was mortal, married Mary Magdelene and had children.

In Brown's novel, the Catholic church plots and kills to cover up the truth.

The ad didn't delve into these details, but simply directed dialogue to a website, said Douglas.

"It's very innocent," he said.

Campus Crusade pamphlets will probably still be doled out near theatres in several large cities, he said.

"We still feel The Da Vinci Code offers a great opportunity to talk about spiritual issues and we just want to be part of the discussion," said Douglas.