APOCALYPTO wasn't a hit compared to THE PASSION, but it was still a hit. Keep in mind that although many people aren't willing to see a movie in a foreign language, they are if it's about something appealing -- in this case Jesus. Considering the type of movie APOCALYPTO was, it should've been a flop, as THE BEAVER will likely be.
People don't avoid seeing a movie because it stars a controversial person, unless it's a bad movie(that's why Lindsay Lohan's movies have flopped since '07, not because of her arrests, which is why she keeps getting fired). They avoid it when a famous person has a lot of controversies to the point where they seem to be a bad person. People still went to see Gibson's movies because he only had one controversy, and people believed him when he apologized the first time. But at this point, people don't seem to believe he'll ever change.