Word: christianly
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...Fireproof is a family drama, made in rural Georgia by two brothers who are evangelist ministers; it teaches that God is the best marriage counselor, and is made for Christian moviegoers. Religulous, a documentary written and hosted by comedian Bill Maher (of HBO's Real Time), deals with the most profound tenets of the major religions, and the idiots who take them seriously; its target audience is left-wing scoffers, infidels if you will - or, as they prefer to be called, the reality-based community. Fireproof wears a badge of sweet solemnity, seeking the audience's empathy for decent people...
...Kendrick brothers are the target audience," says Kris Fuhr, vice president of marketing for Provident Films, a faith-based unit of Sony BMG Music that has marketed the brothers' last two movies. "Sometimes people think to reach Christian audiences you just have a movie with no swearing in it and that's enough. It's not. In Sherwood's movies you have a very overt depiction of faith...
...church members. But it was the filmmakers' wear-your-faith-on-your-sleeve quality that attracted the first name actor to a Sherwood production. Cameron, best known as dimpled troublemaker Mike Seaver from the '80s sitcom Growing Pains, has re-invented himself as an active figure in the Christian community with his Evangelical TV and radio series The Way of the Master. After seeing Facing the Giants, Cameron asked to audition for the Kendricks' next film. "So often movies that try to incorporate a message of faith are so cheesy and I've been in some of those cheesy movies...
...cause nobody's getting paid anything." The filmmakers relied on a team of 1,200 volunteers, plus a handful of technical crew members working below rate. They also secured a donated train, hospital wing and fire trucks. Rather than the usual TV spots and billboards, Fireproof's marketers invited Christian publications on set and screened the film early for pastors and church groups. "This audience has to actually feel the fabric," says Meyer Gottlieb, president of Samuel Goldwyn Films. "The marketing is more grass roots...
...summer’s highest-rated shows, and on NBC’s middle-class morning favorite “Today.” There she was, prancing in hot pants before families at the breakfast table or clustered around their televisions during prime time. A few hard-line Christian groups were unhappy, but there were no high-profile grumblings or media watchdog temper tantrums. Just acceptance...