He came, he saw, he conquered. More than three years ago, Doubleday published a historical thriller penned by then-near-unknown author Dan Brown. The Da Vinci Code had an announced first printing of 85,000.

Today, with well over 40 million copies sold worldwide, the book's success has cemented Brown as a household name.

"We can say that in their wildest dreams, the publishers probably never imagined the book would be successful as it has turned out to be," publishing industry consultant Craig Riggs, of Turner-Riggs Workspace, told CTV.ca.

Riggs, an instructor at B.C.'s Simon Fraser University publishing program, said that while the publisher committed both time and money to marketing the book, the results have far outstripped their expectations.

"(The marketing) sowed the ground for the book's success, and that established a strong foundation for word of mouth and for the book to find a wide audience," Riggs said.

With the film version of the novel set to open at the prestigious Cannes Film Festival, millions of more copies are expected to appear on bookshelves, ready to capitalize on the release of the hotly anticipated film.

Equal parts religion, art history, and breakneck pacing, Brown's controversial tome has drawn scorn from some of literature's leading heavyweights.

Novelist Salman Rushdie has called the book "typewriting" while critic Laura Miller branded it "cheesy."

Despite the criticism, though, The Da Vinci Code has seized the popular imagination and proven to be an unparalleled success worldwide.

The publishing industry has refused to bash the book, saying the novel's irresistible appeal lies in Brown's ability to cater to all of the reader's desires within the parameters of some 600 pages.

Still, others say the book's success is evidence of the public's fascination with conspiracy theories, while others say readers derive a quiet satisfaction from solving enigmatic puzzles.

And as they say, no publicity is bad publicity. Whether by cunning or fluke, Brown's novel has both enraged and fascinated readers with his sensational allegations.

Stoking controversy

The novel's provocative claims -- namely, that Jesus wed Mary Magdalene and sired a bloodline that exists to this day -- have unleashed a hailstorm of protest among historians, Roman Catholics, and Protestants.

Superficially speaking, the plot follows the conventional thriller formula. As millions now know, the protagonist sleuth is on the run with a comely female cop. They are searching for clues that will get to the bottom of the long-concealed secrets about Jesus and the core beliefs of Christianity.

En route to the denouement, Brown creates an alternative Christian narrative, arguing that the church has conspired for some 2,000 years to conceal Jesus' marriage and his lineage.

"If people have become disaffected with their church, as some do, this provides a really interesting alternate frame of reference, particularly if they felt pressure about celibacy," Dr. Randi Warne, chair of philosophy and religious studies and co-ordinator of cultural studies at Halifax's Mount Saint Vincent University told CTV.ca.

"What I have heard from some people is a kind of "A-ha! See -- the priests were wrong,'" she said.

Sensationalist assertions aside, there are conventional, publishing-industry explanations for the book's unprecedented success.

"It's not great literature but it is a well-paced thriller," Publisher's Weekly religion editor Lynn Garrett told CTV.ca from her office in Evanston, Ill.

It's not a secret, nor a mystery that the book is chockfull of cliffhangers that trap readers and keep them turning pages way past their bedtime.

Another explanation for the book's triumph is the timing of its publication, Garrett said.

"The book came out in the wake of all of the media coverage of priest sex abuse scandal in the Catholic Church," she said.

"I think what it did was prime people to believe the worst about the Catholic Church, and to see it as a monolithic organization that would conspire to hide things. And for a lot of people, that made (Brown's) premise a lot more plausible."

Muddying fact and fiction

What was strategic about Brown's approach, Garrett said, is the way that he muddied fact and fiction.

Indeed, a so-called "fact page" at the beginning of the book claims that Brown bases the novel on some truths.

But Brown disputes the claim that this fact page suggests every word in the novel is historical fact.

"If you read the "FACT" page, you will see it clearly states that the documents, rituals, organization, artwork, and architecture in the novel all exist," Brown says on his website.

"The "FACT" page makes no statement whatsoever about any of the ancient theories discussed by fictional characters. Interpreting those ideas is left to the reader."

Still, some say the mere insinuation leaves a lasting impression.

"Right away he has people questioning: 'If these things are factual, then what else is factual in the book?'" Garrett said.

No matter how many times Brown insists his novel is but a story, people are taking the narrative seriously, Warne said.

"Many people have nevertheless taken this very seriously as quite possibly an alternate history, not a mystery story, not even conjecture. It is an alternate narrative that answers questions for them," Warne told CTV.ca.

Some say the success of the book suggests readers are keen to devour books that are distrustful of the religious authority.

The book has particularly struck a chord with readers because of a pervasive feeling of skepticism that settled upon North America, after the attacks of Sept, 11, 2001, Warne said.

"These are unsettled times, we know that. It's a truism, it's trite, by this point to say that the attacks of Sept. 11 have made the world a different place in North America, certainly in America," Warne said.

Since U.S. President George Bush took power, Americans have marked a precipitous drop in confidence, not only in their leader, but in their role on the global stage, she said.

"There is a sense of emasculation, a sense of powerlessness, destabilization... I suppose one way to deal with that is to go into despair, but sometimes people want alternate explanations," Warne said.

"So I think the climate is ripe for views of the world that suggest that what you see on the surface is not true, that there are in fact secret enemies, a secret narrative, and a secret plot."

But whether or not that climate will stay ripe, or whether The Da Vinci Code has a long-term shelf-life is yet to be seen.

"I think it has the potential to certainly be remembered as groundbreaking, whether it is going to stand the test of time in the way that great literature does, is another question," Garrett said.