Lighting up the big screen
Visualize how quickly fire spreads and one might be able to capture the essence of the firestorm that is “Fireproof.”
With a savvy grassroots marketing strategy, the movie earned the No. 4 spot at the box office during its premiere weekend, Sept. 26-28.
The film is about a firefighter (actor Kirk Cameron, pictured at left with actress Erin Bethea) facing challenges in his marriage. He has to find a way to rescue his marriage which is spiralling downward toward divorce. The Lord becomes his rescuer, helping to place the first responder and his wife on the safe path of faith.
The folks behind the film have much to say about the movie’s success.
“Opening weekend turnout is a testament to grassroots marketing,” Ben Howard, Provident executive vice president, said in Christian NewsWire release. “We spent nine months getting this movie and its message to the right people … now it’s charging away on its own momentum.”
Michael Catt, senior pastor of Sherwood Baptist Church of Albany, Ga., and the film’s executive producer, said “We believe good stories can have a good effect. This film was made by a small army of people who poured into something bigger than themselves — into not just a movie, but a movement to restore and uplift marriages across the country.”
“Fireproof featured an all-volunteer, 1,200-person cast and crew and opened on 839 screens, grossing $6,804,764 with a per-screen average of $8,111.
Numerous church leaders across the country, including many in Oklahoma are using the movie as an outreach tool to minister to couples in their congregations and communities.
Provident Films, and Sony Pictures Home Entertainment’s Affirm Films unit united to devise and execute a marketing strategy blending traditional theatrical marketing and an aggressive grassroots and faith-based outreach. Provident held screenings across the country, providing resources and materials for pastors and churches to spread the word about the film.
Carla Hinton
Religion Editor
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