This month, three big Christian-made films are being released within a two week period.
I Can Only Imagine, the new film by the Erwin Brothers (Woodlawn, Mom’s Night Out) about the life of singer Bart Millard (of Mercy Me fame) is being released on March 15.
Paul, Apostle of Christ, the spring’s annual sword and sandal Bible movie starring Jim Caviezel (The Passion of the Christ) as Luke the apostle, is being released eight days later on March 23. [editor’s note: it was originally the 28th, but the date was moved up in February]
And God’s Not Dead 3: A Light in Darkness, the third film in the Pure Flix God’s Not Dead franchise, is being released a week later on March 30.
March 15, March 23, and March 30.
Guys, what are you doing to your audience?
First, it’s important to point out the key audience for these kinds of movies. While the people behind the movies probably hope that the films will be seen outside the Christian subculture, the truth is that all three were custom made for the Big Christian Audience. And if believers don’t turn up for any one of these films, then they will have miserable opening weekends, shortened in-cinema lives, and unfortunate box office returns.
So then why release them so closely together? If all three films are depending on the same audience, why put yourself into a position where you’re forcing that audience to choose between them?
Consider the average costs associated with going to see a film in 2018.
According to Deadline, the average price of a movie ticket last year was about $9.00. Time tells us that the average price of babysitting is about $14.00/hour. And then if you want snacks at the movies, you’ll pay around $5.00 for the restrained purchase of a small drink and $7.00 for an equally restrained small popcorn.
Forget about a box of Junior Mints (another $4.00 if you don’t sneak it in after buying the same box at the Dollar Store for, yes, a dollar).
And then we have the miscellaneous costs. Transportation, parking, and dinner before the movie.
Now, let’s imagine a couple with children decides to support these films, but leave the kids at home. They will potentially spend about $80 each time they go, and that’s not including the miscellaneous expenses. So, if they support all three of these films, they will be spending close to $250 in the month of March in movies alone.
I don’t know any couples with children who budget that kind of money on movies.
Heck, you could pay $12.00 a month for unlimited movies on Netflix, including faith-based movies, all while staying in the comfort of your home eating snacks bought in bulk at Costco.
And guys… all of this congestion… it’s so unnecessary! Looking over the calendar of faith-based films being released this year, there really aren’t that many on the docket. Samson, the last big faith-based release, came out in February, but there aren’t that many big budget releases happening this year aimed at Christian audiences.
And yet, we have these three, all jockeying for position, all wanting the same butts in the seats, and all bottle-necked around Easter.
The Christian faith’s most sacred time of year.
I can only imagine that this blog post will somehow find it’s way to the folks who make these sorts of decisions, and so I’m going to close by addressing them directly. And I’m going to call them Monica and Chandler to make it seem more personal, and because I’m currently binging old episodes of Friends.
Hi Monica and Chandler,
I really appreciate what you guys are trying to do by making and releasing films for Christian audiences. I’m grateful that you are exploring how to use the medium of film to promote the Gospel, and how you are improving the product you release with each passing year. Things really are getting better!
But you really need to do a better job thinking through this distribution thing next time. After all, it’s in your best interest to maximize the return on the investments made by the film’s backers, as well as to give your audience the chance to support the work that you do. It’s like if three studios released three superhero movies at the same time. None of them will do as well as they would have if there’d been some breathing room built into the releases. I don’t even work for Hollywood and I recognize this.
I have to confess – most of us don’t know or understand the mechanics of doing what you do, we just know the finished product. We don’t understand the politics behind the relationships of your companies, we just know that we want to watch what your company produces.
But if you claim to share our faith and share each other’s faith, then you need to work together in this sort of thing. Spread things out. Give us some breathing room. Allow us the chance to get our affairs in order between films. Even though we may not turn up to see your films every time like you’d like, you should really remove all the obstacles that would prevent us from doing so, should we want to.
It just makes sense.
(on behalf of the Big Christian Audience)