New Line’s amping up the religious wattage on its promo campaign for “The Nativity Story,” which opens today.

The mini-major is not holding back in its new wave of TV ads, which feature testimonials from those who’ve seen advance screenings and urging viewers to see “the movie that’s putting the Christ back in Christmas.”

The 30-second spots began running a week ago as part of a New Line multi-tiered campaign aimed at faith-based moviegoers. Previous ads had taken an approach geared toward a general audience, with exhortations such as “Experience the most timeless of stories as you’ve never seen it before.”

Mini-major hired Grace Hill Media earlier this year for consulting on how to reach the church-going audience and held multiple confabs with religious leaders.