For the first time since Mel Gibson’s The Passion of the Christ, a distributor will be courting the church-going audience with the release of Universal’s $200-million Evan Almighty — reportedly the most costly comedy ever made — this weekend. Today’s (Wednesday) Los Angeles Times observed that in recent years, studios have avoided making films with content aimed at the faithful. (Gibson’s Passion was self-financed; Disney’s The Chronicles of Narnia played down the religious themes, although the studio heavily marketed the film to churchgoers.) However, the Times observed, “If Evan Almighty turns into a summer hit, as several competing studio executives predict, the movie could put Hollywood back in the business of making big-budget movies that intentionally embrace sacred subjects.” According to the newspaper, Universal has partnered with Grace Hill Media, the marketing firm that several studios are using to bring the film to the attention of the country’s estimated 200,000 churches. It has conservatively estimated that the movie will earn $40 million on opening weekend. IMDB

This whole thing just doesn’t settle well with me (yes, I’ve said it before). Hollywood marketing towards churches? I don’t think anything good can come from this. The only thing they want is money. They’re trying to find the best way to get the biggest audience. This is not a Christian film. This is a big budget Hollywood film. It’s made to make money. I just find it interesting that churches are so willing to be marketed to. What does this have to do with the Great Commission or the Gospel?So a big fat “thank you” is in order to Grace Hill Media. Thank you for caring so much about our money. Their slogan is “a window to the religous community.” We just let ourselves be suckered into this and the churches are more than willing to jump aboard.

“Here’s the funniest thing: In trying desperately to reconnect with religious Americans, Hollywood assumes religious Americans are so dumb they’ll laugh at anything,” Michael Booth observes in a review of Evan Almighty in the Denver Post.

The only way you’ll ever get bonafide movies that are good (sorry Bibleman, I’m not talking about you) and of merit are when you finance them yourself. We’ve seen that with Mel Gibson and The Passion. Like it or not, that was a movie with clear personal conviction and beliefs. That’s the only way you’ll get something with a remote amount of integrity. And the reason that Grace Hill Media exists is because there is no integrity left in the country’s “200,000 churches.”

For more on my views on Christian movies check out this post on:

I want more R rated Christian Films

This entry was posted on Friday, June 22nd, 2007 at 3:27 pm and is filed under Blogroll, Uncategorized, ark almighty, christians, evan almighty, grace hill media, hollywood, milking, milking the ark, money.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.