I honestly think the door-knob hangers/postcards/banners/buletin inserts may work for a boomer crowd (their kids are having babies at this point, so maybe they can take their grandkids). But "all the hype money can buy" (to borrow a Five Iron Frenzy song title) probably repels most of the young adults I know. This was definitely true of the movie, "The Passion." Its artistry was what drew them. Mel Gibson's passion for the film drew them. Everything else, they just endured.

I recognize that some caution is in order, but what do we want? We've spent so many years retreating, we need to be ready to coach the body about how to use an opportunity like Narnia. Jumping on a bandwagon is never the right approach, but equipping our folks in advance of movies like this is always a good idea, and this one could be especially useful. That should be our approach toward media in general, then we don't have to scratch our heads over what to do when a movie that actually portrays a solid theology come along, especially when we're given such an easy chance to expose non-christians to C. S. Lewis.

Yes, funny how the church can be used to promote "Narnia" but not other parabolic fantasy stories, such as Harry Potter. How could Harry Potter be used for the gospel? Here's a book that explains it:

"The Gospel According to Harry Potter: Spirituality in the Stories of the World's Most Famous Seeker"
http://www.amazon.com/gp/product/0664226019/104-3542579-3745518?v=glance&n=283155&n=507846&s=books&v=glance

I feel a little conflict here. First, we have screamed for Hollywood to produce family friendly, positive toward our world-view movies; now they are doing some of that (The Incredibles, Passion, and Narnia for examples, and I would agree with Harry Potter). I'm thrilled about that. We should make these kinds of movies into blockbusters so that Hollywood will see that good (in a moral sense) movies pay well. Then we'll get more movies like this made.
On the other hand, I am troubled by the marketing of the church. Notice all the study curriculum for The Passion: gee, had we never thought of studying the crucifixion before? The spam I get on Narnia campaigns nauseates me. By all means, take an unchurched person, and discuss discuss discuss... You don't need a study guide for that. How did the church in Acts grow without Outreachmarketing.com and Spiritual Gift Surveys?
Before I get down off the soapbox, I also include here how wonderful some studies like Experiencing God and Purpose Driven were for me personally. Then they became over-marketed, with calendars, campaigns, and (yecch)their own study Bibles. Take a look at how study Bibles are marketed, even titled now--"The Spirit-Filled Study Bible"--too bad the Bible text itself isn't spirit-filled.

Give me a break. For years all I've heard is that Hollywood doesn't represent the values of Christians. So finally we've got some "influencers" here in Hollywood to produce media that is not only clean but provides an opportunity for outreach.

Does Hollywood see Christians as a lucrative market? Yes! Hooray! Is the church being manipulated into promoting films for Hollywood? Whada you talking bout Willis? The church isn't that gullible.

These outreach connection resources are being made available for FREE to the church. Let me say that again - Hollywood studios are paying senior Christian leaders to develop resources to help the churches spread the WORD! Any you are wondering if this is a bad thing?

Someday in heaven, I'll introduce you to someone who began their waltz into the Kingdom by a doorhanger. (http://www.NarniaResources.com)

JP, Hollywood, California

Seems like some preach Christ for selfish gain, others preach out of a sincere heart. I suppose, after all is said and done, we must praise the Lord that Christ is being preached.

Disney is just the latest to see the gold at the end of the evangelical rainbow. When Hollywood scoffed at Gibson's plan to market his Passion to churches he ended up laughing all the way to the bank with $700 million. Now they're taking notice. (Of course his movie was "the greatest outreach opportunity in 2000 years").

Back in 2002 General Motors tried to market their trucks directly to evangelicals with "Chevrolet Presents: Come Together and Worship." Chevy literally put their trucks on display in the foyers of churches.

Is this a modern attempt to put the change tables back up in the temple? To make God's house of prayer a den of robbers--a place of business and marketing rather than prayer and worship? Ultimately I cannot fault Disney, Chevy, or any other secular company for trying to make a buck off evangelicals. After all, we've been doing that to one another for decades.

Let's be honest here. The movie industry in the US is about $8.2 billion per year. The Christian publishing industry in the US is $4.3 billion per year. A secular company that is serious about breaking into new markets would be foolish to pass up the Christian marketplace. Disney is making a smart business move here. The question remains--is there really a significant benefit to the church?

Recognizing that the church is "adapting" to new approaches to spreading the word (praise bands, movie clips in worship services, dramas on church platforms) and that the church has done more than its fair share of complaining about the evils of Hollywood, it's exciting to see a company like Walden Media (Disney is only playing the role of distributor for the Narnia movie) making an impact on Hollywood and demonstrating that every facet of our culture does not have to embrace the sinful and often deviant behavior portrayed in much of today's media. Is the church being "used?" -- only in the sense that the marketing folks know that the church can be a significant source of ticket sales, as mentioned in previous posts on this thread.

I personally have volunteered towards this effort and have done my share of distributing door-hangers/posters/bulletin inserts to the Christian community in my city, and the reason I've done so is because I love the Narnia series and want it to succeed so that those dollars will drive the production of more of the Narnia books, and hopefully the entire series. The themes in Narnia and the clear biblical parables/parallels that are displayed in these books can be an effective tool in ministering to children, youth and adults alike.

It is a fine question to ask: "Where do you think this road will take us?" but I find it demeaning to the church to suspect that Christ-followers will become desensitized to Hollywood merely b/c of the boost in movies with Christian themes. If you check any Christian movie review website, you'll find reviewers constantly complaining that movies don't give enough reference to God or Christ. Now that it seems Christian movies are becoming more frequent, we criticize it and wonder if it has a place in Hollywood. I see nothing wrong with the Narnia movie, in particular, nor its involvement with Disney. As long as the film holds true to Lewis' book (which Mr. Gresham promises it does), I don't care if Disney tags their name along for profitable purposes. After all, that's what they are in business for.

I do think that we need to examine each "Christian-themed" movie that does come from Hollywood in the future and use wisdom and discernment to decide if believer's should support it. As for Narnia, I have never been so excited for a film to hit the big screen. I check up on the movie process daily and and I am pleased that so far, the film has not taken on the usual Hollywood image. A great website is http://www.narniaweb.com for updates on the film's progress and answers to a lot of questions and concerns.

As long as I have an opportunity to take my unbelieving friends to this movie and expose them to the world of an admirable Christian author - I am all for it. Also, isn't it worth it to expose Hollywood itself to Christ's character? Even the actors who may not be believers? I think we should be supportive of exposing Christ to more unbelievers. We've been trying for years to get Hollywood to respect our values, why start trashing it when they're finally coming around?

I'm not upset that more "Christian themed" films are being produced. I think that is wonderful (especially when they are well produced and high quality as I'm sure Narnia will be). And as others have commented, I'm thrilled that Hollywood is producing more films with redemptive messages.

That aside, the question remains--should the church, its leaders, its ministris, and even its preaching, be used by secular companies as marketing tools? Is the church, in essence, prostituting itself to Hollywood?

Hollywood wants us to believe that its a win-win deal. Hollywood uses the church to accomplish its mission (make money), and the church uses Hollywood to accomplish its mission (advance the gospel). But is that what's really happening? And even if these films really were powerful outreach tools--is it right?

Personally, I'm excited for the Narnia movie. I plan to see it. I'm happy to spend my money on it. However, I don't intend to let my church or mininstry become a marketing agent for Disney/Walden. Just as I wouldn't let it become a campaign tool for a political party, or a billboard for a business.

For years all I've heard is that Hollywood doesn't represent the values of Christians. So finally we've got some "influencers" here in Hollywood to produce media that is not only clean but provides an opportunity for connecting to the lost in our community. 

Does Hollywood see Christians as a lucrative market? Yes! Hooray! Is the church being manipulated into promoting films for Hollywood? Whada you talking bout Willis? The church isn't that gullible. 

These marketing/outreach connection resources are being given away to the church. Let me say that again - Hollywood studios are paying well known Christian leaders to develop resources to help the churches spread the WORD! And you are wondering if this is a bad thing? Disney may not have the church's eternal interest at heart - but the Christians who are working along side the church and the movie studios DO want to advance the Kingdom.

To say the church shouldn't have marketing alliances with outside organizations - would be to say that we shouldn't participate with - summer camps, angeltree campaigns, 30 hour famine, mission organizations or even song writers. Someday in heaven, I hope to introduce you to someone waltzed into the Kingdom by a doorhanger.

If we all agree that ALL Truth comes from God, then can we also agree that we (as followers of Jesus) should not only affirm Truth where ever it might be, but also ID it and support it as a God-thing?

Is this what's happening?

As eager as Christians are to see a few decent, uplifting movies, we need to be careful about letting our pulpits be exploited. Think about it, if Chris Tomlin or Max Lucado sent you a packet and asked you to promote his new album/book in your next sermon series -- would you fall for it?

I contend that Christian-themed movies can be successful even without using the pulpit as a marketing tool. Eventually Hollywood will figure out that believers watch ball games on TV and read newspapers and magazines, and they can use those traditional outlets to let us know whenever they make a movie we'll like.

There's actually quite a little crop of movies this fall/winter all very much hoping to follow the "Passion" model of marketing to churches first:

* the latest (unfortunate) offering in the "Left Behind" movie series did church premiers first just last month (and also got a deeply merciful, soft film review from CT);

* "The End of the Spear" to be released in theaters 01/06 on the 50th anniv of the deaths of Jim Elliot and four other missionaries is also doing serious marketing to churches, in which they specifically ask about a church's involvement in "Passion" marketing;

and, the latest

* "The Second Chance" directed and co-written by Steve Taylor and starring Michael W. Smith to be released in theaters in 02/06

When will we (Christians) be satisfied? If we're not criticizing or boycotting Hollywood for the lack of stories promoting strong character, faith and morals, we're criticizing them for marketing the content of films we can affirm? It's no wonder Hollywood seems so indifferent to the church. When you've got a lion figure as the hero in a capitalist society, how can you not expect the marketing gurus to go gaga?

Bottomline for me: A great story written by one of the greatest Christian thinkers is coming to the big screen! With the exception of the soundtrack I probably won't purchase one novelty item. However, the movie has and will provide a launchpad for further conversation and dialogue with people I know who are skeptical about the church and Christians, as well as those who are curious and desire to know more. Conversations with non-Christians about Christ? That is indeed a "benefit to the church".

Most of the marketing I've seen has come from the "Christian" marketing firm (OR) that handled PR for the Passion film. Maybe seeking a response to their marketing efforts and motives would be good. My mailbox is always full of their marketing magazines. We're promoting the movie, but we don't need "Christianized" trinkets to do it.

Now will it be so bad if there's an Aslan plush at the Disney store next to Mickey Mouse? It may not be "Bible Man" but it's certainly a step in the right direction. At least it's not a Teletubby!

I pray for more Christians to enter secular film, media and entertainment as well as those who are already having an influence in the industry. They've got a tough calling. They need our prayers and support.

I attended one of the larger promos that was assembled for pastors in the Atlanta area, and I have to admit to some really mixed feelings about it. There was one pastor on the (for lack of a better term) marketing team, as well as Douglas Gresham, CSL's stepson. At the risk of sounding judgmental, these were my observations: When the pastor spoke, he seemed sincere, if not terribly moving. Gresham was an outstanding speaker and unabashed Christian, who received one of the only two standing ovations of the two-hour event after his 15 or so minutes. Of the remaining time (aside from the 15-minute exclusive promo reel), roughly the first half was spent explaining the history and partnership behind the production, plus some "behind-the-scene" looks and interviews with the director, CGI techs, etc. We also were treated to a live appearance by Steven Curtis Chapman, who performed "unplugged" two of the songs he wrote for the soundtrack. All of this was interesting & engaging (Gresham, Chapman & the movie especially!) -- some parts more so than others.

After the showing of the promo reel, however, I felt very much part of a captive audience as the hosts took us on a tour of the veritable cornucopia of marketing mechanisms (website, downloads, paraphernalia, promotional events, etc.) that were "available" to us. And I remember my own internal struggle throughout this part of the presentation: Are we just being used by Hollywood, with a few token Christians thrown in to help sweeten the pot? Or is this a legitimate, faithful and sensible way, given today's culture, for the Church to engage with and take advantage of the various tools for outreach?

Of course, the answer is "both" -- I think. Much as I'd like it to be black-and-white, one-or-the-other, I suspect the truth is that it's all mixed up together. I can't deny the power of LWW in my life and the lives of so many others, nor dismiss its potential (in what, in the judgment of so many people, is really an excellent movie and very faithful adaptation of the book for the screen) to reach for Christ so many who have heretofore resisted the "direct approach." Simultaneously, neither can I deny the staggeringly mind-numbing sums of money that are being spent in service to the film (and, inevitably, in support of the American movie industry, with whose undeniably profligate lifestyle I have long been uncomfortable, its occasional redemptive and helpful messages notwithstanding).

When I spoke this morning with our Director of Children's Ministry (who also attended the promotion) about any plans to take advantage of the marketing tools, or arrange a "group outing," she explained that, as impressed as she was with the movie and its possibilities in God's hands, our schedule for December (its release date is Dec 8) is already chock-full with long-planned church events. She couldn't see how she could realistically add one more event to the calendar. When I said that maybe folks could just make plans on their own to go see the movie together, she agreed that that was probably the best path, practically speaking.

And I'm thinking that that's the best path for me, too. It certainly seems to me to have tremendous promise as a movie, and I'm planning to take our 6-year-old daughter (who loved the first two books of the Narnia series) and some of her friends to see it (but I, and Gresham, recommend no younger -- some scenes are pretty intense). As for the door-hangers, websites, promotions, sweepstakes, etc. -- I think I'll just let them be. I've never needed anything more than an occasional popcorn and a coke to enjoy a movie -- and I can't see why that would change now.

Best way I can see to respond is to discuss the whole ball of wax. Don't market for them to the church but discuss with your church their attmepts to market. During our contemporary service (which is interactive in style) we discussed the material they sent for Cinderella Man. As we talked about it we brought out the flaw in the marketing was that they were relying on a "pull yourself up from your bootstraps" mentality as essentially Christian. We were able to differentiate that with a discussion about reliance upon Christ versus reliance upon ourselves. (The best part about it was Ron Howard making a pro-Christian Church pitch of the movie while The Divinci Code was the movie next in line for him.) Thus, we were able to appreciate Hollywood Marketing's attmepts while trying to understand a biblical worldview. This kind of promotion is neither good nor bad, but it is a great chance for discussion about what the world thinks of the church how we can faithfully respond. Let them try to capitalize on a "trend" and let us be wise as serpents, gentle as doves.

The church that we are privileged to pastor must be in worse shape than most of the others who consider these types of approaches to ministry. Don't get me wrong, I am all for going out on a limb once in a while to get folks attention, and I love C. S. lewis. But to order the ministry to a congregation around the opening of a movie seems way out of line to me. The folks who enter our doors on Sunday need more than a "flick and a coke" to get them through the struggle of the week. Maybe I should consider relocation? I think hollywood is laughing all the way to the bank.

How ridiculous is this entire conversation! Regardless of what Hollywood does (and they're going to do what they do!) we, the church and its leaders have the responsibility to decide if and how we will respond. What does it matter, the motivation of the film industry, if the resulting resource is useful to the church in its enterprise?!?! Will you examine the tithes and offerings of your people to determine that none of it comes from sources that hold views or take actions that are contrary to the beliefs of your church? How far will you take it...to the parent company of the immediate employer...to the holding company...to all subsidiaries...to individual leaders of the corporation? You see how ridiculous this whole thing can get?

Choose what is right for your church, for your community. Promote the movie or not but be prepared to address the needs of those whose lives may be touched by it and who may be seeking a deeper understanding of the message behind it. How awful it would be for a seeker to show up in a Christian church asking about the message behind the story only to be told, "Oh, we don't support that movie because Disney (or "Hollywood") was involved with it!"

I may be wrong, but I would guess that Christian books will make more this year than Christian movies. Booksellers hardly need to promote their wares at all and we sell their stuff all over town, and even in some of our church buildings. I just saw the Narnia movie today and it is excellent. It is true to the book and I can't wait until my kids are old enough to appreciate it.

The movie was backed by a Christian with some cash and a desire to put out movies worth watching. He needed to team up with Disney, mostly for distribution purposes (as did Pixar with their movies until after this summer). After this movie the same production company will relase a movie on William Wilberforce that will come out next year and is in production right now.

Don't let the medium of movies cloud your judgment. Hollywood owns MOST movies but not all. Let's use our discernement to point our congregations to excellent resources, both written and on screen.

Regardless of whether the Church is being used for hollywood marketing or not...Christ is still being preached through the metaphors presented in Narnia. My pastor did an excellent sermon on this subject. Every story (almost) has a force of good and a force of evil. The good always wins out, and the hero of the story reigns supreme. This isn't only a Hollywood story, it is a story that God has planted in each of our hearts. We, as sinful creatures, are under the power of Satan, we are in need of a hero (Jesus). This story has been around for eternity, it is nothing new!!!