Building on the strength of a recent string of successful Christian movies, The Second Chance is set to debut.
The Second Chance, the story of a rebellious son and a pastor who struggle to bridge the gap between their respective churches and cultures, is just the latest in a series of Christian movies to make it into the mainstream.
In January, End of the Spear, a movie about five Christian missionaries martyred in the jungles of Ecuador, debuted. The movie drew controversy among Christians because of Chad Allen, who plays one of the martyred missionaries, is a homosexual who has lobbied for gay marriage. Despite the controversy, most Christians view these movies as a welcome alternative to what is currently coming out of Hollywood.
The fact that we are talking about these two movies debuting, is news unto itself. Until fairly recently, Christian movies have been mostly relegated to home viewing. For example, the Left Behind series is wildly popular among Christians. While this provided edifying material for families, it did little to change the culture. In short, it was, preaching to the choir. While these movies did little to evangelize, they were significant in laying the groundwork for where we are today. And at the time, straight to video viewing was the only alternative for a genre that could not rely on the mainstream media to help promote their films.
Ironically, this dilemma has forced Christian movies to be creative in finding ways to market themselves. Today, we can count on Christian radio shows - and even local churches to engage in guerilla marketing.” These movies, themselves, have been forced to become innovative. For example, the website for The Second Chance asks fans to help promote the movie:
"If you're excited about The Second Chance and want to help promote the movie in your area, then you've come to the right place. This section provides you with free tools, exclusive contests, and other helpful information that will assist you in spreading the word about this film. Plus, fans who participate in promoting the film will receive FREE PRIZES as a way to say thanks for all your help."
The Second Chance and End of the Spear are just the latest two offerings in a growing genre that includes mega-blockbusters, such as: The Passion and The Lion, The Witch and the Wardrobe. It would be hard to overstate the impact these two movies have had, in terms of proving Christian movies can be highly profitable.
Of course, there is also a danger in comparing these blockbusters to other Christian movies. Like every genre, some movies are blockbusters, some fail, others become successful "small films," and some become cult classics. Not every movie will be a huge money-maker. To become truly successful, Christian films will have to occupy places in each rubric - and they are well on their way.
This phenomenon seems to be taking off like a rocket. Ten years ago, these movies would not have been made. (Heck, ten years ago, this blog would not have been able to talk about them, if they were made). Like conservative talk radio shows, cable news TV shows, and the phenomenon of blogging, technology has paved the way for this revolution.
I predict we are still in the beginning stages of an industry that is filling a niche and meeting the needs of a desperately underserved audience who has long hungered for entertainment that fits our worldview.
