Christian Entertainment Review - May 2008 - (Page 11)

+retail profile HUNGRY FOR PRODUCT By HOLLY J. WAGNER hile the market for DVD overall has leveled, the market for Christian-themed DVDs is still booming and has plenty of room to grow, say Christian retailers. “The saturation point is always out there, but because this market has been so underserved, there are a lot of stories yet to be told in a movie format,” says Mark Beyer, DVD, video and music buyer for LifeWay Christian Stores, which has 125 stores concentrated mostly in the South. Gary Weyel, spokesman for the Parable Group, a nationwide network of 200 Christian stores, agrees: “I think we are quite a ways away from [saturation] with Christian content. “You are talking about a targeted demographic that has very specific beliefs. When that comes through in a very genuine way in a film, there will be demand for that.” As more studios and suppliers have stepped up to provide the content, the genre has grown from Bible epics to embrace a variety of styles and subjects. A recently popular title is Saving Sarah Cain (directed by Michael Landon Jr.), the story of a self-absorbed newspaper columnist who is thrust into caring for her Amish sister’s five children after the sister dies, and Amazing Grace, a historical drama about 19th Century British legisla- CHRISTIAN CONSUMERS tor William Wilberforce and his crusade to end the slave trade. “The stronger the faith message, the stronger the sales have been,” Beyer says. “Amazing Grace and Facing the Giants are excellent examples of movies that fit this genre.” Saving Sarah Cain W Weyel concurs, saying, “Facing the Giants came out last year, and it was just a juggernaut in our stores. It demonstrated to us the power of what good Christian DVDs can do. There is buzz around it, and people come in looking for it.” But there are still areas with plenty of room to grow. “Obviously, because family-friendly is popular and one of the things people look for first in Christian film, there is still growth in that,” Weyel says. “There is also an opportunity for more films that address social-justice issues.” He cites films such as Amazing Grace as an example. “There is an opportunity for people who are looking for spiritual content that asks, ‘How does God interact in my life? How does my faith interface with this world?’” Weyel says. And while it’s probably not on most Christian retailers’ shelves, The Shawshank Redemption is a popular title among adult Christians, Weyel says. “It has that theme of redemption and a strong Christian theme,” he says. ”Life is hard. The post-modern crowd wants to engage with something that is real to them — that is more like what life is. That is a tough thing to find, and that’s why there is a market for that.” Beyer says Christian comedy features offer another opportunity. While there are standup comics in individual shows and Thou Shalt Laugh, he says, “There isn’t anyone doing comedy movies well.” Weyel says it’s all about engaging the Christian consumer. “You want content that you can have a conversation about,” he says. “The language of modern America is movies and TV.” THE MOST OVERLOOKED CHRISTIAN TITLE OF ALL TIME THE GOSPEL ACCORDING TO MSRP: ST. MATTHEW Considered one of the greatest films on the life of Christ, Pier Paolo Pasolini’s, The Gospel According to St. Matthew was one of Pope John Paul II’s top 10 favorite films. Using non-actors, true locations and a spectacular score, this gritty telling is more true to the original story than any before or after. $29.95 Available Now

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Christian Entertainment Review - May 2008

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