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Fox makes a Major Marketing Push for the Christian Audience

Posted on Thursday July 28, 2005
Filed under 20th Century Fox, Christian Marketing, Family, New Releases, Online Marketing

According to a recent article on The Deadbolt, 20th Century Fox has pursued a number of initiatives to solidify it's position in the christian marketplace:

According to Director of Marketing Jeff Yordy, Fox wants to expand its dominance of the DVD market by becoming the number one provider of filmed entertainment content that "blends entertainment with positive messages." To this end, they're joining forces with Word Distribution, a Warner/Curb company who "creates, markets, and distributes recorded, print and video products for Christian entertainment and edification," to get their family friendly products into as many stores as possible.

Here's a partial list of some of Fox's major movie marketing initiatives to date on this front:
  1. They had a heavy presence at this year's Christian Bookseller's Association conference, promoting the "family-friendly" film Midnight Clear.

  2. They've launched a website targeting the Christian market:

  3. They've relaunched the 'Strawberry Shortcake' line of DVDs to be Christian themed, and have packaged their DVDs with a Bible study packet in some retail outlets.

  4. The studio has committed to develop 13 "values-driven" movies, and are developing relationships with born-again actors to star in them.

Given the runaway success of 'Passion of the Christ' last year, these moves seem inevitable. But was that film's performance an anomaly? Mike Dunn, Fox's President of Home Entertainment, seems to think differently:
According to Dunn the "faith based consumer is underserved" and represents a significant part of the 26.6 billion dollar DVD industry. If the opening of Joel Osteen's 16,000 capacity mega-church in Houston is any indication, the faith based market is also expanding exponentially.

While Fox now has an early lead among the big five, the others will undoubtedly be entering the fray soon enough.

[Via The Deadbolt]


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