It used to be that the method televangelists used to encourage their flock to send them money was rejected by most Christians. It was always a hard sell: the televangelist has a special message which the world needs, and if they are not financed by their flock, that message would be lost, people will not be saved, and Christianity would be losing its influence over the face of the earth.
While most Christians repudiated such an approach, the televangelists found out that this technique worked, and many of them have made it rich. It is not surprising that such success will not go left unnoticed by marketing executives, and similar tactics would be used on Christians for other so-called ministries, such as book publishers and movie producers. Indeed, it has surprised me at how many Catholics have fallen for this consumerist mentality with Bella. Does the movie qualify as a great film just because it is nominally pro-life? If so, why is there the need for all the viral marketing before it came out and all the questionable means of self-promotion after it has been released? While the tough marketing might convince many to go and see Bella, it has had a reverse effect on me. I am sure I am not the only one.
Some people have suggested that this is all for the good: the ends justify the means. If it will get people to go see the movie and it changes lives, then it is all good in the end, right? I do not think so. If the movie is not as good as it is claimed, and those who are not already a part of the choir see it with unjust expectations, the end result will not be their conversion, but their continued rejection of the message itself. They will see through all the smoke and mirrors, and wonder if such empty emotionalism is all Christians have left.
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