On Being Targeted by Hollywood

So, how does it feel to be part of the “fifth quadrant”? No, this term does not come from a Star Gate episode nor is it (necessarily) a quantum reality hypothesized in some parallel universe.  Actually, it comes from Hollywood, that fountain of hyperbolic profundity and advanced math skills.   Over the years, the movie industry has targeted four groups: men, women, movie-goers under 25 and those over 25.  Now, it seems, Hollywood has discovered that the segment of society labeled “churchgoer” might be worth some money.  “Industry executives are revising advertising campaigns to recognize audiences of faith. . . . The churchgoing community has become the ‘fifth quadrant.’”  (USA Today, 4/14/06, p. 2A) Hurrah!  Shivers, thrills, and giddiness all around!  They finally like us! The industry movers and shakers (always quick on the uptake and renowned for creative thinking) were shocked by the success of Mel Gibson’s The Passion of the Christ and even more deeply moved by his stroke of marketing genius, convincing pastors and denominational leaders that he truly wanted their imprimatur for his movie.  Hollywood execs figured out that if they could get pastors (especially those with really large churches) to their pre-release screenings, then those pastors, flush with all that attention, would encourage their mammoth congregations to go see the movie when it comes out.  “. . . a thumbs-up from a pastor could go further than from a film critic and word of mouth spreads pretty quickly in a church,” says Steve Feldstein, of 20th Century Fox’s new division, Fox Faith.  Feldstein claims that the success (meaning large box-office revenues) of The Passion taught the major studios that they, too, could cash in if they could tap into this “underserved market.”  Ahh . . . faith-based movies—the stairway to financial heaven. We occupiers of the “fifth quadrant” may be reaping some of what we have sown.  Haven’t we been told repeatedly by Focus on the Family, et al., over the years that if we would just go to more of the “family-oriented” movies, Hollywood would see the light and make more of the same?  Sure enough. I’ll admit it is pretty cool to see movies like The Passion, The Chronicles of Narnia, and Beyond the Gates of Splendor on the big screen.  (I actually think there may be some “redeeming” value in Bruce Almighty.)  According to the article referenced above, numerous additional “movies with a spiritual bent” are coming out this year.  These will undoubtedly bring God into the cultural conversation and open opportunities to talk about things of faith. On the other hand, there are some nettlesome issues which surface when “churchgoers” are targeted by the movie makers: We are talking about Hollywood, after all, and the industry is primarily in the money-making business.  Beware of claims to the moral/spiritual high ground when the bottom line is at stake.  Promises will be made, postures struck, special divisions created, and cajoling overtures proffered in order to sell movies.  We ought not to hitch our wagon to this (fallen) star too quickly (lest we forget that this is the same Hollywood vilified for years by Christians which is now appearing as purveyor of faith and values.) Hollywood’s attempts to portray “genuine Christianity” may be less than desirable.  The industry has shown outright contempt for the faith in the past and a great reluctance to use the name of Jesus for anything other than profanity or derision.  Personally, I would not want Hollywood to define for the consuming public true Christianity any more than I want the federal government telling me which religion, if any, is the “right” religion, or the public school deciding for me if and when and which prayer is acceptable. Movies trade in historical fiction.  We often feel better about a movie if we are reassured that it is “based on a true story.”  But the movie-maker has had to create quite a bit of dialogue and linkage between known events in order to make the story flow and entertain.  We sometimes forget that, and then read back into history what we saw in the movie, and think that history surely must have been that way.  Consequently, what we come to believe happened in history is actually the visual impact on our brain of a celluloid contrivance.  (The Passion of the Christ, as stirring as it is, provides a good example of padding a story in order to fill two hours.) Movies are never as good as the book.  The shadow is not the same as the real thing.  I asked a guy one time if he read the Bible and he said, “Nah, but I did see the movie.” “Pearls before swine” is axiomatic here.  The idea of Hollywood dishing out catchy dialogue and getting laughs and gasps at the expense of the deeper issues of Christian faith leaves me a bit dyspeptic.  I mean, just how will they handle “the purpose and grace which was granted to us in Christ Jesus for all eternity, now revealed by the appearing of our Savior Jesus Christ who abolished death and brought life and immortality to light” (II Tim. 1:9-10)?  Christians are careful not to treat these holy and precious truths in a cavalier fashion.  God forbid such truths be packaged and marketed for the glory and profit of producers, directors, and actors.  Even in the old times, followers of God were given explicit instructions on how to handle “the gifts” (Lev. 22).  So, let’em make their movies.  We’ll go to some and enjoy a few.  We’ll have a discussion or two, hoping perhaps to discern the nuggets of truth and the outlines of heresy which may underlie the gloss of special effects and overweening dialogue.  We’ll also reaffirm:  movies are no substitute for authentic life experience with God and person-to-person sharing of this experience.  The real work of bringing Christ to the world is the same as it has always been:  the truth of a grace-giving, hope-filled relationship with God through Christ must live and breathe and speak through you and me. Desiring deeply, with you, to “retain the standard of sound words . . . and guard the treasure entrusted to (us)” (II Tim. 1:13-14), I am Yours, Pastor Chuck   If you have any questions, please contact us.