{"id":19529,"date":"2013-01-03T16:03:10","date_gmt":"2013-01-03T21:03:10","guid":{"rendered":"http:\/\/www.patheos.com\/blogs\/deaconsbench\/?p=19529"},"modified":"2016-09-30T17:01:07","modified_gmt":"2016-09-30T21:01:07","slug":"how-targeting-les-mis-to-christians-paid-off","status":"publish","type":"post","link":"https:\/\/www.patheos.com\/blogs\/deaconsbench\/2013\/01\/how-targeting-les-mis-to-christians-paid-off\/","title":{"rendered":"How targeting “Les Mis” to Christians paid off"},"content":{"rendered":"\n<\/head>

\"\"<\/a><\/p>\n

Though some were shocked, simply shocked<\/a><\/strong> to see fleeting moments of sexual congress (one involving a guy in a Santa suit), other Christians have embraced the movie\u2019s message.<\/p>\n

From CNN:<\/strong> \u00a0\u00a0<\/a><\/p>\n

\u201cLes Miserables\u201d is booming at the box office, and that financial success can in part be traced to a group of its biggest boosters: Christians, particularly evangelicals whom NBC Universal went after with a microtargeted marketing strategy.<\/p>\n

The story in \u201cLes Miserables\u201d is heavy with Christian themes of grace, mercy and redemption. The line everyone seems to remember is \u201cto love another person is to see the face of God.\u201d<\/p>\n

NBC Universal looked to capitalize on those components and promoted the film to pastors, Christian radio hosts and influence-makers in the Christian community\u2026<\/p>\n

\u2026\u201cIf you\u2019re a Christian and you\u2019re seeing this film, you can\u2019t help but see these themes,\u201d said Jonathan Bock, founder and president of Grace Hill Media, the firm hired for the targeted marketing campaign.<\/p>\n

\u201cWe were targeting specifically people who had a bully pulpit,\u201d Bock said. His company\u2019s goal was to draw Christians who would \u201cbe impacted by it and then tell anywhere from hundreds to hundreds of thousands of people what they just saw.\u201d<\/p>\n

Bock\u2019s firm has worked on marketing campaigns in the faith community for hundreds of television and film releases, and normally, the screening invite-to-attendee ratio is 4-to-1. \u201cThis movie, we booked at 1.4-to-1, and we had turn-aways in every single market. Almost everyone who signed up showed up for the movie,\u201d he said.<\/p>\n

\u201cThere\u2019s a great deal of awareness about the movie itself, and the great thing is that the movie itself delivers,\u201d added Bock, ever the marketer.<\/p>\n

Colorado Springs-based Focus on the Family was one of the groups that partnered with Grace Hill Media for a special screening. For the event, Focus on the Family brought in partners from across Colorado, adoption agencies, child welfare officials and church leaders.<\/p>\n

\u201cWe\u2019re trying to raise awareness for the needs of kids, particularly in the foster care system who don\u2019t have any families. We love to come alongside them and welcome them home, and for that reason, we loved the movie,\u201d said Kelly Rosati, vice president of community outreach for Focus on the Family. She oversees their adoption and orphan care initiative.<\/p>\n

A movie like \u201cLes Miserables,\u201d she said, \u201cis able to engage the heart in a way straight facts and calls to action can never do.\u201d<\/p><\/blockquote>\n

Read the rest.\u00a0<\/a><\/strong><\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"

Though some were shocked, simply shocked to see fleeting moments of sexual congress (one involving a guy in a Santa suit), other Christians have embraced the movie\u2019s message. From CNN: \u00a0\u00a0 \u201cLes Miserables\u201d is booming at the box office, and that financial success can in part be traced to a group of its biggest boosters: […]<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29,31],"tags":[525],"class_list":["post-19529","post","type-post","status-publish","format-standard","hentry","category-media","category-movies","tag-les-miserables"],"yoast_head":"\nHow targeting "Les Mis" to Christians paid off<\/title>\n<meta name=\"description\" content=\"Though some were shocked, simply shocked to see fleeting moments of sexual congress (one involving a guy in a Santa suit), other Christians have embraced\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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