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A big surprise at the box office this weekend was the 4th place opening of Provident/Samuel Goldwyn’s Fireproof, the small budget and limited release pic about a firefighter who recommits to his marriage and his faith. The movie is the latest from Sherwood Pictures, a nonprofit ministry of Sherwood Baptist Church in Albany, Georgia, that previously put out the popular Facing the Giants and the lesser-known Flywheel. Samuel Goldwyn Films is the theatrical distributor, while Provident Films handled Fireproof‘s outreach and marketing to Christian audiences. It debuted to a $2.3M Friday and $2.6M Saturday for a $6.5M gross weekend though released into only 839 dates and costing just $500K. The reason why is that the pic used grassroots methods to directly reach churches on behalf of the PG film starring the grown-up star of TV’s Growing Pains, Kirk Cameron. (The evangelical actor claims he donated his pay from Fireproof to a camp for seriously ill kids he runs with his wife.) It had the year’s highest grossing opening weekend return of any film (except 3-D Hannah Montana) released on 1,000 screens or less. Faith-based “Action Squads” bought up blocks of tickets. “Just between you and me, keep your eye on the Fireproof per screen averages this weekend,” a source at Grace Hill Media, which markets to the religious community but wasn’t involved with this movie, tipped me. “On Sunday, I think there will be some distribution execs around town who will be asking ‘What the hell is Fireproof?’ ” The studios did.
But what’s interesting about the pic’s success is that not all Christian-themed movies do well: in fact, most don’t, especially those made by the majors trying to cash in on Mel Gibson’s blockbuster The Passion Of The Christ. Hollywood still can’t figure out what works and what doesn’t for faith-based audiences. Today, Fireproof is still going strong with advance ticket sales, accounting for the largest share — 22% — of all sold, according to big online ticketseller Fandango.com. “Because of the sold-out screenings and strong word-of-mouth, we expect next weekend’s ticket sales for this movie will be equally healthy,” spokesman Harry Medved told me.
Editor-in-Chief Nikki Finke - tip her here.
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“Firepoof” was marketed to and directly from the churches. The Producers behind “Fireproof” knew their audience and went straight after them through the use of various Evangelical Christian outlets, places like American Family Association and Focus on the Family. You can debate the ethics of laying down with people like James Dobson, but if you want his audience his fleas are the ones you have to wake up with.
The film did well because it was a good story. Not all faith-based films have a good story which is why they don’t do well. I don’t like “religious films” per se but I enjoyed this one due to its story. Plus Cameron pretty much has this brand to himself (i.e. Left Behind) so he can be considered the “Will Smith of Christian films”. We may see a new type of film star in him. I just hope the market doesn’t get saturated with Christian films though as that will not work.
A writer friend (he’s very conservative, I am not) of mine discus this often: what the studios don’t get is Middle America. They market films for the cities of both coasts, for audiences that live in blue states, and forget that there’s a whole middle ground. Fireproof marketed itself to that untapped market, and knew it would pick-up viewers who lean toward the middle.
The other thing that “Hollywood” does, is always swing for the homerun, forgetting that if you hit enough singles, you score runs too.
If you budget films reasonably, aim for niche markets, you might score or crossover to other markets as well if you have a good story. Fireproof seems to bare that out.
This film works (where others have not) because it is a good story that Protestants, Catholics, and basically anyone conservative in philosophy toward marriage and THEN the promotions team busted the butts to make sure that everyone in the faith community saw it. They showed the movie over 300 times to various groups all over the nation this past summer. It’s spelled W-O-R-K, people! The Last Sin Eater, Ultimate Gift, End of the Spear…all stories that this same audience should have eaten up, but they did the “throw it out there and let’s see if the audience shows up” and their box offices showed it. It’s not rocket science…it’s a totally different method than the studio approach, but it’s not complicated.
I heard that Kirk was against kissing his movie wife and his real-life wife was a stand-in for the kissing scenes (wore a wig and scenes were in low-light). First time I’ve ever heard of something like that.
I think his choice in only kissing his real wife was very honorable of him, and I believe it truly shows his faith in God.
I would second the point about quality. I’ve only seen the trailer for Fireproof but it seems to have a compelling story which, while it may find its resolution in a spirituality I don’t share, actually seems compelling. The characters at least appear to be real, flawed human beings.
Watching someone with perfect faith reconnect with god is about as inspiring as watching Neo in the second and third Matrix movies beat up on mindless drones.
Marketing through churches, eh? So, what you’re saying is that they had the courage to do what the studio system has refused to do for almost a century, use the same techniques that made Oscar Micheaux and Tyler Perry a success. Applause all around.
Nikki, you answered your own question when you talk about Christians not flocking to the Christian movies that Hollywood puts out.
Um, as well all know, Hollywood isn’t a Christian town. So when Jewish producers produce what they call a Christian movie, it reeks of condescension to an actual Christian plus they’re usually God awful and get even the most basics of the religion wrong.
Just like when white producers throw together “urban movies” or straight producers throw together “gay movies”. Even though I’m an atheist, I can see that the so-called “Christian movies” that Hollywood slaps together are junk and those behind them have no interest in them other than the chance of making what they assume oh so arrogantly will be a quick buck.
“Fire Proof” is doing well because it’s actually made by Christians plus Kirk Cameron has a regular show for Christians and so no doubt it’s been plugged to the uh… heavens.
I’m still rolling my eyes at how Hollywood actually tried to pass off “Evan Almighty” as a Christian movie last year.
The other thing these “BRILLIANT” marketers did was rally the Catholic Church around a Baptist film. When you have people working on the 67 million strong single denomination of Catholics united with people who speak to the other 160 million strong Protestant community, you’ve really managed to unite a commonality that speaks the same language. We’ve never seen this kind of marketing outreach to Catholics since maybe The Passion.
Nikke, are you saying that Hollywood has figured out non-faith based audiences?
I’m an evangelical Christian who didn’t care for “Facing the Giants” and probably wouldn’t care for “Fireproof” either. Still, some of you have a point about Middle America in general and Christians in particular. I’m sorry, but the truth is that all too often, the entertainment industry simply reeks of condescension toward people who aren’t like them. And if they think those people don’t notice it, they’re fooling themselves. “You rubes are beneath us, now go watch our movies” ain’t cutting it, folks.
The filmmaking philosophy of the people behind “Fireproof” has its flaws, but I’ll give them this much: They went out there to their target audience and said, “We think like you, we respect you, we made our movie for you, and we want you to come see it.” And surprise, surprise: It worked.
If you want to see more successes along these lines, take all the money and talent and tools that Hollywood has at its disposal and make movies with an attitude like that (even if you can’t honestly say “We think like you,” at least say “We respect you,” and mean it). And it’ll work.
Patrick McGoohan had a similar rule, he felt it would disrespect his wife. It was one of the main reasons he twice turned down the role of James Bond in the 1960s. (He also called Bond an “amoral thug.”)
Fireproof did well because while it is a film about faith and marriage, it’s not a lecture, it’s a movie. They knew that people shell out the bucks for stories, so they set that up first, making sure that while it was structured along the themes they wanted to talk about, without beating you over the head with it.
Mainstream Hollywood can’t really sell religious film based on any religion these days, because folks can’t see any real sincerity behind Hollywood’s attempts to “be religious” but they can see condescension. Modern Hollywood doesn’t respect the audience, they assume that as long as it has lots of explosions, folks will buy tickets. The don’t want to do the work to win them over anymore.
Sorry to burst your bubble of “unlike can’t make like” Crystal, but that old hoary classic Ben Hur was directed by a Jew. Think of all the gay directors who’ve made heterosexual romances over the years. And which Hollywood “Christian” movies get the “most basics [sic]” of the religion wrong? It’s not like they’re showing Jesus as a goat-headed dragon or something.
Though not having seen the thing, I think Fireproof succeeded because it was marketed to the right audience and had a good story. Simple as that.
Not really a shock, as the people in the movie, it appears, while not being “hip” or “cool”, after you work 40 hours a week, you don’t mind spending you money to watch them.
I’m going to go to the movie just to support non-scumbags on screen that aren’t out to smear the audience with their contempt and arrogance.
I say this after seeing a screening of Rachael Getting Married; a movie, full of upper middle class snide jerks, and faux realism, I was wanting Anne Hathaway’s character to literally kill herself half-way thru the movie when she drives her Benz off the road. Alas, the movie went on…..truly an unwatchable movie. I mean I couldn’t even watch the screen the people were so repulsive and self-invovled. Glad I didn’t pay for it. I doubt anyone else well, either when they are given the chance.
Just the fact that people are asking is exactly why Hollywood is in trouble. The majority of Americans are religious. The vast majority of those people are Christians. It’s the single largest target audience in the country. You know, the same people that aren’t watching movies or TV in the numbers they used to.
The simple truth is Hollywood is very out of touch with the rest of the country when it come to religion. If it’s mentioned, it’s going to be wrong, condenscending or just plain insulting. Give the majority of the potential audience something that doesn’t mock their beliefs, and guess what? They’ll watch it!
You could read the biggest reason for the film’s success in Nikki’s first sentence, the synopsis. The movie’s core idea has broad appeal with just enough faith elements as a bonus, with those ideas treated seriously. Religious films which are too “niche” or “preach to the choir” will almost never get this level of B.O. success. If the film is well made also, it will continue its success by attracting those who are not the most church-going too.
Good ideas aren’t plentiful, if they were, many more movies of this and other types would be successful.
I’d tend to agree, as a guy in the midwest. Fireproof, from the marketing WE saw, was a good firefighter movie, with a message that appealed and was aimed at a christian audience. It didn’t come across as pandering, or preachy. It was just about an interesting character, (a fireman) facing very human, normal, compelling problems, the very accessible issues of love and marriage and career.
Any small (budget) niche film that does well seems to have the same things in common with FIREPROOF. An interesting, relatable lead, a human story that people can see themselves in, and doesn’t preach or pander.
The lesson here is, if you make a good movie for a little money, and get the word out, you’ll make your money.
Take a lesson from Tyler Perry. Tell good stories people relate to.
I’ll add another vote to the quality claim. If you remove the specific references to God and faith from the trailer of “Fireproof,” there is still a story>/b> in there regarding the redemption of flawed characters–you know, the things that quality secular films generally have as well? I mean, the Christian message is transparent to anyone who sees the first 30 seconds of the film, but unlike unpopular, fluffy Christian movie bombs, “Fireproof” supports the moral with a plot that doesn’t just preach to the choir. And I won’t deny that marketing directly to churches helped its cause, but I know that “Evan Almighty” also teamed up with Christian media groups and still met with box office failure. And why? Because “Evan Almighty” had a terrible story.
I know people don’t believe it, but Christians are discerning moviegoers, too (at least, I know I am), and a little effort goes a long way.
Waitasecond – Tyler Perry tells good stories? The drag queen goes to jail, the drag queen acts sassy, the duplicitious woman gets her comeuppance, etc, ad nauseum. Blah.
What a bunch of hooey. If fundamentalist Protestants and Catholics wanted to see this stuff on a regular basis they would be watching faith-based fictional television which they don’t and that is free. Any show that has tried to get too into religion can’t sustain an audience. The only hit has been 7th Heaven and it was more centrist (and a retread of “8 is Enough” years earlier at that) and notice it didn’t spawn a plethora of clones either.
The same people that whine about the lack of these movies are also lining up to see the most violent and prurient movies possible, they just like to hold one of these up every so often so they don’t feel so hypocritical the rest of the time. There is no way they are lining up consistently for this stuff which is exactly why Hollywood doesn’t make it and the indies don’t either. Besides, if they were so interested in Christian programming they would be mounting Christian based theater productions at their mega churches and they don’t do that either.
Whenever I tell those people who complain about Hollywood ignoring them about a great family movie (like Miracles from the UK to name one) they never bother to see them, they just like to complain.
As a Christian, I know many of us find it offensive when studios try to throw out crap, label it as “Christian” and just assume people will flock to it like mindless sheep. The post earlier is right, Hollywood doesn’t have a clue about middle ie. “real” America…it’s just flyover country for them between NY and L.A. The key is to stay true to the source (which is why The Passion was so successful) and to not take “creative liberties.” The story of King David has blockbuster written all over it…if done correctly. Christians know when the producers don’t respect the source or the message being presented.
I think Fireproof has done so well with Christians in particular, because we can tell the real deal. What I mean by that is when Hollywood puts together a movie that is “geared” towards believers, as a believer I discern and see that the people portraying are doing just that, they are acting! Their life is nothing like what they are advertising. On the other hand when I see people like Kirk Cameron, someone who lives his faith, and not speaks his faith, I am attracted to that,and his life makes the movie more appealing.
I also disagree some with an earlier post about the same people who are complaining about Hollywood movies are the same ones watching the most violent movies. I am not perfect and every once in a while (every 6 months or so) attend a girlie flick that is rated PG-13. I really have no business being there, so as you can see I am not perfect and make bad choices. So people like me work at not watching the trash out there, it is all about choice. If real born-again believers would stop going and watching the movies that don’t align with out beliefs, then I think Hollywood would hurt, but we want to be a part of the world.
Personally I am thrilled to see movies like Fire Proof, and I also enjoyed Facing the Giants. Because I want to go to the theatre and not watch movies with people in compromising sexual situations or language that I don’t exactly enjoy hearing. I am nothing near perfection, but as Christians our goal is to look and be more like Christ. So that is what we should strive for, and there are very few movies we can watch, that allow us to work on our goal!
By the way, I just rented out a theatre for next weekend, 165 tickets sold to our members. I am ready for the popcorn and a God-inspired movie, that my friends is why this movie is going to do well, because it is God-inspired.
Wow, “fleas.” Just because you don’t agree with someone’s world view (or taste in films) doesn’t make them blood-drinking insects.
I’m a laissez-faire salad bar Catholic and overt religious displays can make me nervous. But most of the religious-types I know are completely sincere. If I were in trouble, they would be the first to help me. Some of them are former addicts who credit a belief in God for their sobriety. I don’t think like them, I don’t vote like them but I totally respect how they live. I even admire them, sometimes.
The key seems to be sincerity. Mel Gibson is a pretty conflicted character, ‘a good person who believes he is a bad person,’ to paraphrase director George Miller. And all of that inner-conflict and torment is on view in “The Passion.” Love it or hate it, you can’t question it’s energy and sincerity.
A well-made picture like, say, “The Nativity” seemed to have no sincerity or intensity. It didn’t seem to be anyone’s burning passion or an expression of faith. It was just a gig, a New Line programmer and it played accordingly.
Without an intensity or authenticity, the Industry should stay away from these projects – and these audiences. Unless they can figure out a way to fake sincerity…
I’m much more willing to spend $10 a ticket on a film that celebrates and honors covenant marriage than one that insults it or promotes the newest fantasy affair of the week. Most of the folks who spend their hard-earned money at the movies are the ones who really love their spouses and wish to God and Christ someone would come along to say “Fight for it–it’s worth it, and we’ll back you up and help you” instead of “Forget it–there’s always an easier way.” This church didn’t just make a movie; they made a way for marriages to grow and heal. They backed it up with tools and resources and help for those of us that work at marriage because it matters. I’d like to see Hollywood do that someday. I’ll wish to Christ for that, too. (Go check out some of those tools out there, while you’re blogging. Try http://www.thelovedarebook.com or another one at http://www.fireproofoutreach.com. Don’t matter where you look–just look.)
Is it just me or is Cameron getting to be a real pain in the ass? At least Travolta realises when he gets out of the loop and fixes it (Planet Earth).