FILMS FOR THE FAITHFUL: Twentieth Century Fox Home Entertainment recently unveiled Foxfaith, a new branded distribution label to house its growing portfolio of faith-based programming. One of the label’s new theatrical releases is based on the fourth novel in the Love Comes Softly series by best-selling author Janette Oke.
As the leading supplier of high quality entertainment product for the faith-based marketplace, Twentieth Century Fox Home Entertainment unveils Foxfaith, a new branded distribution label to house its growing portfolio of faith-based programming.
Established for Christian retailers and churches/ministry organizations as a collection of inspirational films they can recommend and promote among their congregations, this new consumer and retail brand will be comprised of filmed entertainment with a clear Christian message or based on material by a Christian author.
Foxfaith will be a home entertainment distribution label as well as the marketing engine for limited theatrical releases of films specifically made for and targeted to the Christian audience as well as those seeking quality, inspirational and spiritual entertainment.
“We’re in the business of entertainment, not proselytizing,” commented Jeff Yordy, vice president, marketing, Foxfaith.
“We simply recognized that there was a hugely underserved audience and seized the opportunity to provide them with high-quality entertainment that reflects their values. And, as a result, we’ve seen explosive growth in this marketplace over the past few years, which only proves to us that we’re successfully tapping into our core constituency.”
Continued Yordy, “We work very closely with the Christian retail community as well as a variety of Church and thought leaders across the country and they have fully embraced what we’re doing with Foxfaith and the banner has truly come to represent relevant and compelling programming that our consumers and retailers know they can trust.”
The studio recognized the need for a Christian label in 2002 as it realized there was an underserved market of millions of Christian households that were hungry for quality entertainment that reflected their values.
Since that time, the Studio has been releasing appropriate products to the Christian Bookseller’s Association (CBA) retail stores and in 2005 launched the website www.foxfaith.com as a “go to” resource for retailers, consumers, church leaders and other interested parties.
In fact, the studio now dominates the sales charts at Christian retail outlets. Among the many titles released to CBA stores under the Foxfaith banner are Be Still, Mother Teresa, The End Of The Spear, The Passion Of The Christ, The Visitation, Love Comes Softly, Loves Enduring Promise, Woman Thou Art Loosed, Billy Graham Presents and the award-winning documentary, Beyond The Gates Of Splendor, plus many others. However, Foxfaaith releases are not the only titles from Fox sold in these retail outlets, many of the studio’s wholesome family classics are also available including Sound of Music, Because of Winn-Dixie, Dr. Dolittle with Rex Harrison, Cheaper By The Dozen, Garfield The Movie, My Friend Flicka and many others.
As part of the Foxfaaith initiative, the studio has built a network of churches/ministries that have “opted in” to receive regular information about entertainment releases that will appeal to their ministries and congregations. The program has been so successful that now more than 90,000 congregations are receiving information on upcoming Foxfaith releases every quarter.
In a direct marketing effort to further build Foxfaith as a consumer brand, the studio has created a database of more than 14 million Christian households that regularly receive information.
Plans call for a minimum of six Foxfaith films to be theatrical releases per year, each of which will be supported by a comprehensive marketing campaign valued at nearly $5 million and targeting the core audience through television, newspaper, direct mail and other grassroots marketing, publicity and promotional activities.
Covering approximately 40 percent of the United States, these Foxfaith theatrical releases will be available in selected markets through Carmike Theaters, AMC and other regional theater chains.