The players in studio power offices call it the \u201cPassion Playbook.\u201d<\/p>\n\n
At least, that\u2019s what the Variety \u2014 holy writ in Hollywood \u2014 calls the slate of commandments that insiders are supposed to be following in order to reach the $612 million audience that backed \u201cThe Passion of the Christ.\u201d Or was it the $744 million audience that embraced \u201cThe Chronicles of Narnia: The Lion, the Witch and the Wardrobe\u201d?<\/p>\n\n
Whether or not a savvy consultant has produced an actual \u201cPassion Playbook\u201d doesn\u2019t matter. Everyone knows that studio executives are becoming more interested in the \u201cChristian market,\u201d even if admitting it still gives many of them sweaty palms.<\/p>\n\n
The latest high-profile test case is \u201cThe Nativity Story,\u201d a reverent epic from New Line Cinema that premieres this Sunday (Nov. 26) at the Vatican.<\/p>\n\n
\u201cThe success of the Passion \u2026 made this film possible on a studio level. I definitely think that from a studio and a financier standpoint, you look at that and you go, \u2018Well the nativity story \u2014 at Christmas \u2014 could work for us,\u2019 \u201d said producer Wyck Godfrey, whose past projects included standard studio projects like \u201cI, Robot,\u201d \u201cWhen a Stranger Calls\u201d and \u201cAlien vs. Predator.\u201d<\/p>\n\n
Nevertheless, he added, \u201cI don\u2019t think anyone knows anything when it comes to this stuff in terms of how to, exactly, get to this market.\u201d<\/p>\n\n
Still, Godfrey said it made sense to take strategic steps to ensure that the \u201ccore audience\u201d of believers heard about this movie and that what they heard was positive. It was crucial to follow the \u201cPassion Playbook\u201d even if its contents are not perfect \u2014 yet. And what are some of the guidelines?<\/p>\n\n
* Seek the input of historians, theologians and clergy early and often and try, try, try to nail the details. Most of all, find out how to avoid making mistakes that will offend ecclesiastical shepherds whose opinions filter out \u2014 through print, radio and television \u2014 to their flocks. It\u2019s impossible to make everyone happy, but it helps to try.<\/p>\n\n
* Make the story the star. In the case of the Passion, it helped that director Mel Gibson was an A-list superstar who \u2014 while already controversial in Hollywood \u2014 had made numerous films that were popular in middle America. Still, he did not cast familiar faces and, with his daring decision to use ancient languages and subtitles, put the focus on his images and the story itself.<\/p>\n\n
\u201cThe Nativity Story\u201d features a cast drawn from eight or nine different nations and the only familiar face is 16-year-old actress Keisha Castle-Hughes of New Zealand, previously nominated for an Academy Award for \u201cWhale Rider.\u201d<\/p>\n\n
\u201cThe stars of our movie are Mary and Joseph,\u201d said co-producer Marty Bowen. \u201cYou have to be careful when it comes to casting something like this, particularly with very iconic characters. If Tom Cruise is playing Joseph, that\u2019s probably going to take a lot of people out of the movie.\u201d<\/p>\n\n
* Court the core Christian audience to create buzz that will reach pulpits and pews. Let test audiences in strategic Bible Belt markets see early versions of the film and listen to the feedback. Hire publicists who understand what sings in the parallel universe of Christian media and know how to produce promotional materials that work in church sanctuaries and Sunday school classrooms.<\/p>\n\n
* It helps if the creative team includes Hollywood professionals who are sincerely motivated to reach the \u201cfaith-based audience.\u201d In this case, screenwriter Mike Rich is an articulate Christian known for writing \u201cFinding Forrester\u201d and \u201cThe Rookie.\u201d Godfrey and Bowen grew up in strong Christian homes before heading to Hollywood and both recently decided to make major changes \u2014 spiritual changes, even \u2014 in their lives and careers.<\/p>\n\n
* Remember that religious consumers like quality entertainment, but prefer not to be offended when they grab their popcorn. When seeking studio support, noted Godfrey, he kept repeating this mantra: \u201cChristians watch \u2018Lost.\u2019 \u201d They also watch \u201cBattlestar Galactica,\u201d Pixar movies, \u201cPirates of the Caribbean\u201d and many other hit shows.<\/p>\n\n
Some people in Hollywood hear the words \u201cChristian audience,\u201d said Bowen, and they \u201cimmediately start thinking about micro-budgeted niche films that cater to some specific group within Christianity as a whole. But our argument to New Line was that 200 million Americans shouldn\u2019t be considered a niche.\u201d<\/p>\n\n
NEXT WEEK: Walking in Joseph\u2019s sandals.<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"
The players in studio power offices call it the \u201cPassion Playbook.\u201d At least, that\u2019s what the Variety \u2014 holy writ in Hollywood \u2014 calls the slate of commandments that insiders are supposed to be following in order to reach the $612 million audience that backed \u201cThe Passion of the Christ.\u201d Or was it the $744 […]<\/p>\n","protected":false},"author":610,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[206,404,431,1542],"class_list":["post-1413","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-christmas","tag-grace-hill-media","tag-hollywood","tag-movies"],"yoast_head":"\n