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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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“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.” Comment by EC38201
Yeah, you’re probably going to hell for those PG-13′s….
My question,
OK so far Kirk C. has released a relatively good product.
But how was the crew treated?
In My experience of working with a “Christian Production Company”, those of us who are of a different faith were treated in such a manner that has me questioning the Christian Faith.
The lesson – Know Thy Audience. When you try to foist your notion of religion on the vast ticket-buying market between NY and LA (or try to foist your political views on them for that matter) the audience talks back with their dollars. Why isn’t smart budgeting+knowledgeable marketing the Hollywood religion? Why does Tyler Perry succeed? Why was The Passion made for 25 mil and reaped over 600 mil? How did Bella, made for around 3 mil earn over 7 domestically? In every other business, you have to assess the market, budget well and work your core audience. That people in the movie business are surprised at the success of Fireproof makes me wonder how they earn their salaries.
well ok, i’ll say it – i didn’t like this film. thought it was weak, found cameron’s performance uncompelling, unconvincing, and one dimensional. i may not be the target audience, but don’t tell me i’m in the minority people, sorry.
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.
that is bullshit. I am a Deaf South Asian Muslim and I live in the midwest (Missouri). Not all of us in the midwest are right-wing Christian conservatives who want to watch a crappy Christian-oriented movie with a crappy actor.
no thanks to The Passion or Fireproof, I’ll stick to regular movies, ok?
Nyguy, you could not be more wrong. Your comment makes it obvious to me that you are judging an entire group of people (Christians) as all the same. Last time I checked, that was called bigotry, and it isn’t a very tolerant or diverse way of thinking. I am in contact with thousands of Christians around the world. We are discerning, and don’t go see the movies you talked about. If there were more shows on TV that were open about our beliefs, were sincere and true-to-life, then we’d watch those. But, like Fireproof, that requires a huge amount of faith on someone’s part, like it did for Alex & Stephen Kendrick, and an open mind on the part of TV studios to air and market them.
There’s nothing wrong with a film about saving marriages. However, when the underlying message suggests that God’s influence is what’s needed to restructure a relationship, well, that’s disingenuous and it’s Christian propaganda.
Beyond that, these Kirk Cameron films have all had unsightly production values, pitiful tv-grade photography and storytelling, plus they’re irritatingly pedantic. With the backing of a religion that siphons its ill-gotten money from the country more hungrily than the government and big business, you’d think these church-backed films could scrounge up enough to make an attractive, competently staged production. Perhaps, even, an interesting script where we see the characters go to church, pray once and leave it at that? Instead, we get dialog that doubles as a sermon.
Just like good Christians, they don’t seem to get it.
JO, last time I checked, a lot of evangelicals weren’t too tolerant either — so why accuse others of “bigotry” while trying to shame them for not tolerating you?
The contempt that so-called “Middle America” feels coming from Hollywood isn’t a one-way street; the so-called righteous have contempt for us “liberals” too, and think we’re going to hell.
Good thing the Lord made you so holy, Pharisee…
“Fireproof” is successful because the Kendrick Brothers and their crew of enthusiastic volunteers (augmented by a few seasoned professionals in key positions) KNOW AND RESPECT THEIR TARGET AUDIENCE.
All the cleverly targeted marketing in the world won’t sell a film that doesn’t address the target audience in a meaningful and genuine manner.
Too many of the professionally-made “Church-sploitation” films evidence the inherent cynicism of the entrenched, hyper-secular Hollywood culture. They often result in tepid, condescending and unenthused fictionalizations of Bible stories, preachy “social gospel” yarns, or bland, humorless and error-strewn homilies which lack most earmarks of genuineness or fealty to the sincerely-held theological beliefs of the target audience.
These defects often suggest a barely concealed metamessage of skepticism, distrust and contempt. Moreover, such inauthentic films are sometimes held in suspicion of ulterior motives and pro-secular messages by the very religious audiences such films claim to target.
Some of the problem lies in Hollywood’s failure to nurture and develop authentic and talented voices conversant in the salient and material details of applied Christianity.
Another problem is Hollywood’s failure to create reliable “branding” for such niche films.
Most certainly, “Fireproof” evidences Sherwood Pictures’ expanding budgets as well as their increasing skill in crafting films in their chosen niche. But AUTHENTICITY, respect for the audience, solid storytelling, and characterizatons which resonate with millions of ordinary people throughout America’s heartland are indespensable keys to the the mystery of “Fireproof’s” emerging success.
Grace Hill has done very well marketing pictures to the religious press (which included Belief.net and the Jewish Journal, so they’re not just pitching to “fundies”). Fireproof is so much better than the usual genre picture that audiences came out for it. Most of the others were had stinky production values, etc. But the Mormon genre pictures were good–the LDS version of Pride and Prejudice is actually very amusing.
The comments here from the movie’s supporters about it’s “sincerity” being the cause of it’s sucess ring true to me… because that’s always the way it is with any kind of “genre” film.When a specialised audience rejects one of Hollywood’s attempts to pander to them, it usually boils down to this: they can practically SMELL the contempt clinging to the final product…whether it’s a Christian film, or a comics adaptation, or a “chick flick”. The problem with Hollywood has never been it’s lack of faith in God… it’s the lack of faith in the intelligence of the audience. (Nothing guarantees a bad movie more than having it made by people who would never themselves pay to SEE it- which,sadly, is S.O.P. in the industry…)
My wife and I loved the movie. It was real and portrayed the difficulties in life. I am a conservative Christian and I told other people to watch. The only people who do not like it are the liberals who have contempt for positive Christian values as you can tell by the language they use.
I’ve always thought Kirk C had enormous appeal. Glad he’s done well with this film.
It’s just sad that this film is being attacked when was only made to help people. Marriage is under attack more than ever and without good marriages, generations to come will pay for it. For those who have not seen the movie, don’t judge it. You can’t judge something you haven’t seen. I saw the movie and will tell everyone I know and met to go see it! I know hearts will be touched and marriages will be restored because God is in the center of this movie, on and off screen. He will be use this tool to help people and HE WILL BE GLORIFIED!!!
The fact that so-called Hollywood players like Huh don’t know the difference between a religious film and an historical film (hence his out of left field reference to Ben Hur) is a perfect example of how out of touch (and ignorant) Hollywood is.
I would like to sing God’s praises for the success of this film. My family went and in the theatre there was not one dry eye in the place. Why? Because those in attendence were convicted of God’s truth. (Truth Hurts) When we are so inendated every minute by wordly views it’s a relief to be able to see the way our lives should be. Think about it. God created us man & woman. When we marry we become one. The way God intended. Following his truths through reading His word and placing Him squarly in our marriage we can find true happiness as the film portrays. If you think this film is a success just because some one knew how to market it. Think again. This films message is needed in society today more than ever. Our eternal life depends on placing our lives in the hands of Jesus. That is the only way for use to Fire Proof our souls. And it’s as simple as just excepting the truth. Read more about it in a Bible near you. God Bless
I went to see “Fireproof” because I wanted to show support with my wallet for a movie with a message. I have not seen any of the “Left Behind” movies, and didn’t know who Kirk Cameron was. I loved the movie, and have recommended it to friends and coworkers.
I too, am a born-again Christian, and at the risk of being criticized, I have one more observation to make. I love a good movie that is honest, real, and well made. I recently watched “Quineanera” – another low budget, independent movie. I loved it – even though there were some lifestyles represented in the movie that I don’t agree with. The movie was honest, real, and well made. That’s what is so cool about art – it can present alternative perspectives in a way that touches people, and hopefully inspires some grace! I also live in middle-america – where the term “Christian” is usually considered synonymous with “White Republican Conservative”…I’d like to remind everyone that Jesus rode into Jerusalem on a DONKEY
…that was just a joke – everyone is entitled to their own political beliefs! I don’t consider myself a liberal – because I KNOW what is right and wrong; rather, I consider myself tolerant. Now criticize away…but go see “Fireproof” – it is a great movie!
I too am a conservative Christian. Most of the people I know barely even watch television anymore, except for Christian TV. How much money is Hollywood losing by not producing anything for this vast audience? We’re talking about tens of millions of people who rarely watch a movie or anything on TV.
@glndathgd
They were treated well…. its volunteers from the church
When I was single and dating, I saw Shakespeare in Love and The English Patient in the theatre. These movies won the Oscar for Best Picture. Yet, while watching them I was thinking of creative ways to kill myself like the people who were stuck listening to Robert Hays in Airplane.
My wife and I saw this movie over the weekend because it was our anniversary and we wanted to go see a movie. (The last 2 we saw together were Iron Man and The Dark Knight, which we both loved). We enjoyed Fireproof very much. Yeah, it wasn’t the greatest acting we had ever seen and it wasn’t visually stunning like The Dark Knight, but we walked out feeling good about what we saw, which is all you can ask in a movie.
If you didn’t like it, sorry. But, hopefully, you’ll remember that if you loved someone enough to marry them, then they are worth fighting to keep. My wife doesn’t know this, but I used to run 2, 3, 4 girlfriends at a time. I thought I was cool and was living the life. Truth be told, I was never really happy, and certainly not as happy as I am now. Maybe if you fought for the love of just one person, and wont he fight, you’d be much happier too.
Why criticize Cameron for not kissing his co-star in deference to his wife? That’s his perogative. On another level, I can relate. While not having, yet, headlined a major movie, I certainly cringed at the thought of kissing an acting class scene partner. Just couldn’t go through with it. The guy’s breath smelled so rotten, I couldn’t even get close to him. Totally wrecked my concentration. I just pretended to be grossed out by the character and pulled back. The tactic worked. I was incredibly believable because it wasn’t a stretch. I will cry out body double and real husband stand-in for sure.
WHY doesn’t a studio or indie co. sign these guys to a development deal? Or have they been approached and decided the ‘rank’ of Hollywood would be too great?
The reason the film did so well is simple…one aspect that big hollywood film makers do not stress nor push for in their own films…everyone in Fireproof is a born again Christian…simple! The Lord would only bless something made by true Christians wanting to get His message out in a way that the world would understand!
I don’t know if I’ll even get to see the film but I’m very happy it’s doing so well.
One reason it did better than most Christian themed movies is that the acting was better. Most Christian movies have really poor acting. While some of the “walk-on” and more minor roles in this movie still seem somewhat poor, the primary roles are well acted. Cameron has been a professional actor, but the lead female role (I don’t know her name) proved she could have a future in acting as well.
The writers of the movie also learned the value of some well placed comedy relief in an otherwise emotive “chick flick.” That, and the fact it has a really good message made it more tolerable for those of us that generally don’t like romance movies.