Left Behind: World at War, the third movie in what will probably be an almost unending series of bad Christian films based on the apocalyptic books by Tim Lahaye and Jerry B. Jenkins - two authors who actually believe that Armageddon is not only close at hand, but will proceed much in line with their best-selling prophetically grounded fiction - has been released in churches across the country. (As an aside, there are unpersuasive non-religious reasons for thinking the world might end in the near future, viz, the Doomsday Argument explained here and here.) But that's off-topic, so here's a defense of the "church theatrical release" strategy, which, according to my calculation, certainly hasn't generated any profit on its own.
Despite their public claims, I suspect the real reason that W@W was released in churches had to do with the film sucking so badly that an insignificant number of theatres would have picked it up. The first film, Left Behind: The Movie, grossed only $4.2 million. Then, Left Behind: Tribulation Force managed to open on a whole twenty screens. This means that the only way left for Cloud Ten Productions to market their quackery-cum-poor-entertainment to their paranoid audience is to use the religious distribution system already in place. A little business savvy and a gullible audience is all you need to sell junk. TheMegaChurch CinePlex has arrived!
Obviously, the corporate line isn't that the movie has been relegated to megachurch projection screens because it sucks. Instead, they claim that the "church theatrical release" is designed to get Hollywood's attention by letting Hollywood know just how many concerned Christians there are out there who can't stand sex, drugs, and violence. This (which is empirically false unless we restrict the appelation "Christian" to boring fundies) would be funny if it weren't so pathetic. As if any of these essential "evil" plot elements are ever going to disappear. Instead, Christians everywhere are being guilt-tripped by brilliant marketing execs into watching a crappy movie they wouldn't otherwise have watched because they need to make a religious point and take a stand for Jesus against the Hollywood empire.
According to my analysis, 2991 churches in the US and Canada paid for the rights to show W@W as many times as they liked over a three day period (which will be immediately followed by the DVD release in stores). 2811 of the churches were in the US, with only CA (221), TX (217), FL (198), PA (134), OH (132), NC (122), GA (115), and VA (115) breaking the 100 church barrier. These numbers come from the movie's website, although the WP reports 3,200 screens. While this is a large release screenwise, a claim that's being trumped up as some sort of religious triumph, it's meaningless. The movie can only be shown for three days (Oct. 21 - 23). Just how many people do you think are going to hit up these churches for a bad religious film followed by a sermon? Some 45,000,000 people paid to see Meet the Fockers. I suspect that well under 2,000,000 will be watching Left Behind (for a pass of the collection plate).
If we assume the average licensing fee just was the mid-range offer for $99.00 (for a church with 100-499 members), then the film's release grossed under $300,000. If, per impossible, the average was double that (i.e., the maximum price, what a 1000+ member church would pay), they still didn't make $600,000. Any reasonable estimate will fall within this range, and probably on the low side as well. Nevertheless, with the accompanying DVD value packs sold in bulk to churches at rock bottom prices, this is probably the best way for Cloud Ten to cut their losses.
The WP article quotes one of the producers as saying:
I tell everyone, the most important 10 minutes of this movie
is not on film. It's when the pastor gets up afterwards and shares the
gospel with the people who are there and invites them to make a
decision for Christ," said Peter Lalonde, an evangelical Christian
whose own conversion occurred 22 years ago after seeing a Billy Graham
film, "The Prodigal."
But while "I have my religious reasons" for releasing the film in churches, he added, "as a businessman, I also have reasons."
Ugh. I suspect it has been a big weekend for heaven.
For the curious, state by state data in comma seperated value form is below the fold.
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