August 12, 2007
I’m Scared, They’re Being Nice to Me: Reacting to Christian Marketing
In 2004, Mel Gibson’s The Passion of the Christ walked away with over $611 million in worldwide gross at the box office. The unique success of this film brought with it a lesson that struck at the heart of Hollywood:
Christians have money.
Hollywood was shocked to learn that responsible people who focus their lives on obeying God, getting married, settling down, raising kids and generally keeping their collective noses clean, end up having money. Moreover, these societal aberrations are willing to act in tandem with one another. Once this fact came to light, it probably took about five seconds of looking at the scope of “Christian film” before the marketing directors of Hollywood began to wonder “Geez, I bet these Christians would like movies that didn’t have to come with barf bags.”
A friend turned me on to a short article over at Brewing Culture about another article over at The Florida Times-Union. The basic gist is this, movie marketers are trying to lure Christians and Christian leaders to spend money one films and this is cause for concern. In the article James A. Smith, Sr., executive editor of the Florida Baptist Witness states that “My point, basically, is we're becoming co-opted by Hollywood.” I take Mr. Smith’s point …and then I quickly disregard it. Let me explain why.
Hollywood knows Christians are under-served and hungry for good products. A hungry and well monied audience is a marketer’s dream. It shouldn’t be a surprise they have come knocking at our church doors. Church leaders can get free merchandising and tickets to films such as Evan Almighty, Spiderman 3 and other box-office behemoths. They can be offered notes on how to mention these products in their sermons and are offered study guides. Some church leaders are even provided with meet-and-greets with the filmmakers and actors. All of this is intended to get said church leader to either mention the film before their congregation or to at least begin a word-of-mouth movement within the Christian community. The intended end result is to get us to go see movies.
What’s the problem with this again?
Given that Christians tend to be a paranoid and ungrateful lot when it comes to Hollywood, more and more of us are bemoaning that movie marketers are attempting to usurp the pulpit. Many Christians look at the influx of movie marketing as being a cynical attack on our faith.
We need to make up our minds.
Christians have been moaning for the longest time that Hollywood isn’t making movies the way that they want. Now Hollywood has turned their attention our way and is intentionally trying to court us. We need to acknowledge this and work with them. Secular Hollywood may be driving the cultural car but they’re finally asking us for directions. Perhaps we should stop telling them to go to hell.
Here is the deal, it is a blessing that Hollywood is attempting to cater to our needs. It is a blessing they are actively trying to get us to see their works. Hollywood marketing to us is a golden opportunity for us to help them improve their products. Instead of looking at their attempts to woo us as being some disgusting attempt to sully our church, we need to look at this as a chance to let them know exactly what we want. This is their way of saying that they want to work with us. They want to serve us. We need to respond with open hands not closed minds.
In the Jacksonville.com article, James A. Smith, Sr rightly urges “more caution and wisdom” when confronted with marketing. I couldn’t agree with this more. The marketers are looking to make money and aren’t concerned with the effects their works will have on the church. That’s not their job. Their job is to get butts in cinema seats. Being concerned about the effects of influences on your church is the job of your church leader. As the face of the church our leaders must be strong enough not to be tripped up by some shyster with an Evan Almighty official collector’s fanny pack. If you have serious concerns that your church leader will be duped by marketing efforts then you need to find yourself a new church leader. Personally, I have no concerns about marketing influencing the leaders of my church. They’re not cultural hermits and are engaged in the culture. This means they’re aware enough to not be lured easily. They will direct us to films they know will be good for us to see. Just like they do for books, just like they do for other areas of life.
Like Hollywood, churches perform marketing campaigns as well and use the same marketing techniques to get their message across. The marketing itself isn’t evil and we shouldn’t be so cynical when we see it. Yes, Hollywood is looking to get their mitts on your cash. They will certainly step over the line at times in their attempt to get our "Passion dollars". When this happens it simply means they’re desperate to get our attention. I say let’s give them our attention. Let’s welcome them and let them know how to make products that will serve our needs. Both groups can only improve from the relationship.
Christians have money.
Hollywood was shocked to learn that responsible people who focus their lives on obeying God, getting married, settling down, raising kids and generally keeping their collective noses clean, end up having money. Moreover, these societal aberrations are willing to act in tandem with one another. Once this fact came to light, it probably took about five seconds of looking at the scope of “Christian film” before the marketing directors of Hollywood began to wonder “Geez, I bet these Christians would like movies that didn’t have to come with barf bags.”
A friend turned me on to a short article over at Brewing Culture about another article over at The Florida Times-Union. The basic gist is this, movie marketers are trying to lure Christians and Christian leaders to spend money one films and this is cause for concern. In the article James A. Smith, Sr., executive editor of the Florida Baptist Witness states that “My point, basically, is we're becoming co-opted by Hollywood.” I take Mr. Smith’s point …and then I quickly disregard it. Let me explain why.
Hollywood knows Christians are under-served and hungry for good products. A hungry and well monied audience is a marketer’s dream. It shouldn’t be a surprise they have come knocking at our church doors. Church leaders can get free merchandising and tickets to films such as Evan Almighty, Spiderman 3 and other box-office behemoths. They can be offered notes on how to mention these products in their sermons and are offered study guides. Some church leaders are even provided with meet-and-greets with the filmmakers and actors. All of this is intended to get said church leader to either mention the film before their congregation or to at least begin a word-of-mouth movement within the Christian community. The intended end result is to get us to go see movies.
What’s the problem with this again?
Given that Christians tend to be a paranoid and ungrateful lot when it comes to Hollywood, more and more of us are bemoaning that movie marketers are attempting to usurp the pulpit. Many Christians look at the influx of movie marketing as being a cynical attack on our faith.
We need to make up our minds.
Christians have been moaning for the longest time that Hollywood isn’t making movies the way that they want. Now Hollywood has turned their attention our way and is intentionally trying to court us. We need to acknowledge this and work with them. Secular Hollywood may be driving the cultural car but they’re finally asking us for directions. Perhaps we should stop telling them to go to hell.
Here is the deal, it is a blessing that Hollywood is attempting to cater to our needs. It is a blessing they are actively trying to get us to see their works. Hollywood marketing to us is a golden opportunity for us to help them improve their products. Instead of looking at their attempts to woo us as being some disgusting attempt to sully our church, we need to look at this as a chance to let them know exactly what we want. This is their way of saying that they want to work with us. They want to serve us. We need to respond with open hands not closed minds.
In the Jacksonville.com article, James A. Smith, Sr rightly urges “more caution and wisdom” when confronted with marketing. I couldn’t agree with this more. The marketers are looking to make money and aren’t concerned with the effects their works will have on the church. That’s not their job. Their job is to get butts in cinema seats. Being concerned about the effects of influences on your church is the job of your church leader. As the face of the church our leaders must be strong enough not to be tripped up by some shyster with an Evan Almighty official collector’s fanny pack. If you have serious concerns that your church leader will be duped by marketing efforts then you need to find yourself a new church leader. Personally, I have no concerns about marketing influencing the leaders of my church. They’re not cultural hermits and are engaged in the culture. This means they’re aware enough to not be lured easily. They will direct us to films they know will be good for us to see. Just like they do for books, just like they do for other areas of life.
Like Hollywood, churches perform marketing campaigns as well and use the same marketing techniques to get their message across. The marketing itself isn’t evil and we shouldn’t be so cynical when we see it. Yes, Hollywood is looking to get their mitts on your cash. They will certainly step over the line at times in their attempt to get our "Passion dollars". When this happens it simply means they’re desperate to get our attention. I say let’s give them our attention. Let’s welcome them and let them know how to make products that will serve our needs. Both groups can only improve from the relationship.
Labels: Christian culture, commentary
posted by Michelle Obama's Left Nut at 10:25 AM
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