Wednesday, March 09, 2005

Disney pursues Christian market

Disney's gearing up to promote The Lion, the Witch and the Wardrobe through Christian groups:

Disney executives have organised private meetings with several church groups in the US to emphasise the themes of Christian redemption and sacrifice contained in the film, which will open in December with an all-star cast.

They have also hired a public relations company to market the film directly to Christian groups to ensure that the powerful evangelical movement is happy with the content.


[H]arnessing the support of Christian groups is regarded by Hollywood as an important means of securing box-office success.

The Passion of the Christ has taken more than $US600 million at the box office since its release last year, principally because of the large number of Christians who went to see the film. Similarly, the animated adventure The Polar Express, which received poor reviews, became a hit after producers emphasised its Christian credentials.

In an effort to ensure the Narnia film reaches a similar audience, Disney has hired Motive Marketing, a public relations company that specialises in reaching out to faith groups and was widely credited with the success of The Passion of the Christ.

If we're not mistaken, this is a co-production with reclusive billionaire and "family values" activist Philip Anschutz's Walden Media.

On the other hand, the Narnia books were some of our favorites growing up, so we'll suspend judgment until we actually see the flick.

At 4:47 PM, Blogger Karl Weber said...

In one of his books, C.S. Lewis actually offered an opinion about Disney animation, which he described (quite aptly, I think) as a blend of "genius and vulgarity." Personally I have my doubts about how well the Disney folks will handle the Narnia tales--if you're interested in my take, you can check it out here.


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