Finding the Magic Formula
In a recent article by Terry Mattingly of Scripps Howard News Service, producer Rick Eldridge bemoaned the decision by 20th Century Fox to release The Ultimate Gift under the Fox Faith label. His concern, a valid one, was that labeling the film as Fox Faith would submit it to vitriolic attacks by a media that seems to look for ways to crucify films that are known to have a Christian worldview, or even a strong moral message. And, that could lead to a smaller box office return because people would stay away.
It’s time to acknowledge that not all Christians want to see the same movies.
In Mattingly’s article, a quote by New York Times’ writer Jeanette Catsoulis substantiates the concern about the media. But is that what led to the disappointing box office of The Ultimate Gift? According to Box Office Mojo, the movie grossed around $3.5 million at the box office, and lasted 11 weeks. Compared to many films, that’s actually pretty good.
That’s 3 weeks longer than One Night with the King (also directed by Michael Sajbel, the director of Ultimate Gift), however the box office for One Night with the King was about $13.4 million. So what makes the difference? Both were labeled as Fox Faith films. If that label is what makes the difference, good or bad, to a movie and its resulting box office, shouldn’t both have succeeded equally?
Let’s use another example. Take Amazing Grace. No doubt about that being labeled a “Christian” film - it was widely marketed as the story behind the hymn. Its total box office, domestic and foreign, was just short of $30 million.
I think the problem is making the assumption that all Christians want to see the same movies. It seems prevailing logic about films of “faith” or labeled “Christian”, or whatever you want to call it, goes something like this:
- The Passion of the Christ was the film that sparked the recognition among studios that Christian films can make money at the box office
- By and large, people who aren’t Christians didn’t go see The Passion of the Christ, because they have no interest in it
- The audience who saw The Passion of the Christ will want to see every movie labeled “faith” or “Christian”
- The box office for every movie labeled “faith” or “Christian” should be terrific, and look like a home run
Do you see the gaps in the logic? First, let’s all acknowledge the year that Mel Gibson spent personally showing his film to as many Christian leaders as he could, both Protestant and Catholic. He has more box office clout than anyone else who has EVER made a Christian film. (Except maybe Billy Graham, but I wouldn’t want to bet on that)
Secondly, assuming that because I want to see a film masterfully done about the crucifixion, I’ll want to see a film about football, or an inheritance, or a Jewish girl who becomes a queen, assumes that all of those stories have as much importance in my life of faith as Christ’s death on the cross.
I’m a Christian but I’m also an individual with individual taste in entertainment.
Thirdly, it assumes that when I become a Christian, I put my personal likes and dislikes behind me and will buy every Christian CD that comes out, and attend every Christian film that is released into theaters. I’m an individual, even if I am a Christian. Personally, I will go to as many Christian films as I can in theaters because I work for a company involved in the industry. I have a personal stake in it. But not everyone does.
I think the market is naturally segmenting itself, just as it does on the secular side. It’s time for filmmakers, and the studios releasing their work, to target their audience in a better way. The bullseye of the target used to be Christians. Let’s get them to the theater & supporting our films.
Now there are multiple targets with different bullseyes. Let’s stop making “Christian” a genre, and start supplying Christian films for the genres that exist. You know the ones I mean: action, drama, suspense, horror, mystery, “chick-flick”, animated, children’s, etc. Pick one, make it really well, target that audience with marketing, and maybe we’ll all be happier with the results.
Hi, we just posted our own story about this and wrote quite a bit about your excellent post. Check it out and let us know what you think!
http://supercandid.blogspot.com/2007/08/unfortunately-we-got-scooped.html
August 28th, 2007 at 8:59 am
Hey Jon -
Liked y’all’s post. Look forward to hearing what you think after you see the film this week.
August 28th, 2007 at 5:56 pm
Great article…we need to make Christian films within the realms of comedy, action, thriller, ect…not just the same type formula stuff over and over!
August 30th, 2007 at 10:58 am
I think we miss the point about Christian film making when our focus shifts to things like a magic formula, market segments and subsegments, box office, etc.
The call for film makers is a call of faith - they should be making the movies God is calling them to make and making them the way they sense God leading them to - when they do, as I know you know, you get some interesting films with reasonable budgets that touch hearts - Flywheel, Facing the Giants, The Perfect Stranger, the Moment After movies, etc. and they touch hearts for Jesus. Are they hugely profitable? I have no idea but somehow I just don’t see that as a part of God’s agenda.
While I love most of the movies coming out from the Fox Faith label they are blurring the lines about what kind of faith they are talking about - a faith in self or a faith in God - I love The Ultimate Gift but is it truly a Christian movie? Yes, certain characters reveal their faith but in the end its most about money. Amazing Grace was an excellently made movie but it was made more as movie with a social cause than about William Wilberforce and his incredible faith in God.
Let’s not forget:This is Twentieth Century Fox creating a smaller subtitled subcompany because they want to disntiguish their films and reach the religious market segment revealed by the Passion and the Chronicles of Narnia.
I think a greater concern I have that is reflective of the poor box office is that people don’t seem to place a value on tales that reflect morals and social concerns and courage and tough decisions apart from sex, language, technology and violence … look at what has been successful at the summer box office and see what it tells you about the values we now hold dear … or more specifically no longer hold.
Perhaps we will never make the kind of splash the blockbusters do each summer through a movie with a Christian theme - Passion was indeed a call to arms movie for the church.
But don’t belittle the impact the other movies are having in homes and hearts despite a lack of worldly success. What’s the story about the beach full of starfish and the little boy one by one picking them up and tossing them back into the ocean. And an old man stopped and asked him how what he was doing could possibly matter to all those beached starfish.
The little boy paused, picked up a starfish up and tossed it out into the waves and looked the old man in the eyes and said, ‘It mattered to that one.’ and I have to think God would say the same thing about every single person touched by one of the films of faith.
Thanks for the opportunity to share a few thoughts.
September 1st, 2007 at 11:23 am
Bernie - great thoughts and thanks for sharing them. I don’t think God’s agenda is to be profitable, but in part it is to reach people with His gospel. And, when a movie with a Christian message has a commercial success, it has reached a lot of people. It also means it has caught the attention of powerful people, who may need to see that message themselves.
September 3rd, 2007 at 3:44 pm
I agree with everything Mr. Webb said. Especially the poignant point dealing with the starfish. Christianity is not a mass market to be tapped, but a large collection of people execising their PERSONAL faith. Yes money can help get movies to the screen, but God’s grace will get it further. Even if it is counted on a soul by soul basis.
October 13th, 2007 at 11:02 am