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Fall 11-2001 Left Behind: The aC se Study Michael E. Cafferky Southern Adventist University, [email protected]

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Recommended Citation Cafferky, M. E. (2001). Left Behind: The case study. Journal of Biblical Integration in Business. Fall. pp. 156-194.

This Article is brought to you for free and open access by the School of Business at KnowledgeExchange@Southern. It has been accepted for inclusion in Faculty Works by an authorized administrator of KnowledgeExchange@Southern. For more information, please contact [email protected]. Case Study conversation with a movie which culture and values are marketing consultant. LaLonde passed on. For too long, we in had a few minutes to spare before the Christian community have Left Behind: The Case Study the appointed time for the final pointed out the shortcomings of Michael E. Cafferky marketing strategy session that Hollywood without offering real, Quincy Valley Medical Center was to take place down the hall. viable alternatives. With Cloud The executive of Cloud Ten Ten Pictures we want to change Cafferky offers a closer look at the marketing management process for Pictures sat at his desk thinking that.”2 LaLonde believes that “Left Behind: The Movie.” He also analyzes the movie producer’s faith- about the events of the past three while the Hollywood film studios life integration ideas and the results of the marketing plans. years. When Peter LaLonde and can produce great special effects his brother Paul LaLonde, and explosions, a Christian film Abstract Pictures made and implications of producers for Trinity studio is uniquely positioned to The product in this case this case for faith-life integration; Broadcasting Network’s capture eternal truth in a way that study is the film Left Behind: 3. Results for Cloud Ten syndicated Canadian television the secular studios cannot.3 The Movie—a screenplay about Pictures in their marketing of Left program This Week in Bible Their first project in the new the end-time rapture. It was Behind: The Movie. Prophecy, walked out of their company was a direct-to-video produced by Cloud Ten Pictures television studio for the last time, full-length film titled Apocalypse in partnership with Namesake At a more fundamental level, they were not turning their backs that became a best-seller among Entertainment. The events that this case touches on the tension on Christian media. The two Christian videos, selling more form the basis of this case the Christian feels at the points brothers, co-authors of several than 300,000 copies. After the occurred between 1996 and where the sacred and secular books on the popular LaLondes cut their video March 2001.i This case study connect. It is about living in this “dispensational premillenial” marketing teeth on a $1 million places the teaching-learning world while being a citizen of the or rapture view of the second budget for Apocalypse in 1997, experience in the context of the next world and communicating the coming of Christ, had a new, they produced in 1998 a second marketing management process gospel in terms that contemporary larger vision they wanted to video for $5 million (Revelation) for a consumer entertainment culture can understand while fulfill—launch the first-ever and then a third video, product. The emphasis is on confronting the culture of “this Christian film studio. (Tribulation) costing $9 million.4 distribution management and age.” At a still deeper level, this Like the prophet of ancient Combined, all three videos sold promotion. This case study is case ultimately is about how we times, the company that the more than a million units.5 comprised of three sections: gain access to God, who is both LaLonde brothers created took on For LaLonde, it was the success transcendent and immanent, a the role of telling an apocalyptic of the Tribulation project that 1. Background information God who is eager to use the story designed to bring people to “started the revival in Christian leading up to the point of frailties of human relationships to a decision about their future with filmmaking.”6 strategic decision-making by transmit that which is enduring. God.1 At the press conference, When LaLonde saw the Cloud Ten Pictures; Peter LaLonde explained, success of The Omega Code at 2. Analysis of the case, I. Background Information “Movies are the story-telling the box office in 1999, he knew including a discussion of the Peter LaLonde hung up the medium of our generation. he had a chance at rivaling The strategic decisions that Cloud Ten telephone after a long They are the vehicles through Omega Code’s success. An end- 156 JBIB Fall 2001 Case Study 157 of-the-world thriller starring flowing through their well- Chart 2 Casper Van Dien and Michael greased marketing channel that York, The Omega Code was it is difficult for newcomers to Avg. Cinema-Going Per Capita in the U.S. (visits/yr.) produced by Gener8Xion break in. Those who break in do 1960 1980 1990 1995 1997 Entertainment and financed and so by unconventional means. U.S. 7.5 4.7 4.2 4.7 5.16 promoted by Trinity Broadcasting Theatrical screening of Network. The film was named the movies is a $7 billion dollar Chart 3 No. 1 limited release that year by business annually, not to mention Daily Variety, based on box office the massive video rental segment, Cinema Screens in Canada and the U.S. sales, and it was among the top video sales, and pay-per-view 1960 1970 1980 1990 1996 1997 ten box office draws the week it television. Every year in North Canada 1,278 1,156 1,037 1,713 2,034 2,164 opened on just 304 screens.7 America, thousands of new films U.S. 16,354 14,000 17,590 23,689 29,731 31,640 Its opening weekend, The Omega are produced. Even with more Code grossed $2.4 million than 33,000 theater screens on the Chart 4 dollars. By the time the film had continent, there are not enough been pulled off the screens, it had places for all these new films to Percent of Total Film Expenditures on Feature Films (1996) in the U.S. grossed more than $11.5 million.8 be shown.9 The reason: most Theatrical Video Rentals Video Sales Pay TV If Cloud Ten Pictures had any films do not attract the size of 23.9% 32.4% 19.7% 21.9% hope of producing a product that audience that will bring in box could rival the success of office revenues needed for theater Chart 5 The Omega Code, LaLonde knew owners to survive. he had a steep marketing road to Spending on the Movies in the U.S. (in Millions) 1988 - 1996 climb. He knew that distribution Consumer Movie-Going Behavior 1988 1990 1994 1995 1996 would be one of his most At LaLonde’s request, Theatrical 4,458 5,022 5,396 5,494 5,944 challenging obstacles to success. Cloud Ten’s market research team Video Rentals 6,061 7,551 8,564 8,160 8,078 gathered information from Screen Video Sales 1,469 2,346 3,683 4,384 5,436 The Film Marketing Industry Digest magazine to present at the Pay TV 4,215 4,842 4,586 5,157 5,448 In North America, a handful marketing strategy session.10 of giant film distribution houses The charts they put together for rule the movie marketing world. the strategic planning session lay In addition, the research team lowest box office revenues at the They have so many movies on his desk (see Charts 1-5). gathered box office data from the top. Chart 6 (next page) shows preceding years. They were the ranking of each of the 15 looking for the weekends during lowest box office weekends Chart 1 the year that traditionally had low compared with the average attendance. They took the box (index) for all the weekends of Cinema Admissions in the U.S. & Canada (in Millions) office revenues from the top 15 the year across several years. 1995 1996 1997 films each weekend and then Conducting this analysis, they Canada 87.45 90.12 98.14 ranked the weekends with the found that the 37th weekend of U.S. 1,262.60 1,338.60 1,387.70 158 JBIB Fall 2001 Case Study 159 the year is when theater seats are video marketing, giving them an week to what is new this week. differences needed to be factored most likely empty.11 They had to understanding of the ways of the To be successful in this type of into the marketing plan. The only consider other factors, too, such marketplace. This they factored fast-paced market, the marketing problem was that there is little as their own production into their approach to theatrical managers of entertainment data to rely on when determining capabilities, what films had film marketing. Marketing a products need to move faster than the consumer behaviors associated already been scheduled for consumer entertainment product the public. Months and weeks with attendance at religious release by the Hollywood film like a book or movie is a never- before the release date of a new apocalyptic thriller movies. studios, and the month of the year ending problem that requires entertainment product, the To understand who might be that video sales present the most attention to the quality of the marketing management team is interested in this type of movie, attractive opportunity. The team product, strong methods to create already beginning to work on Cloud Ten had to depend upon its did a similar analysis (see Chart access for consumers, and wise their next project. knowledge of the direct-to-video 7) by month of year comparing use of limited promotion funds to It is one thing to market a experiences. the gross box office revenues generate early, vigorous word-of- video product to a well-defined Whether a moviegoer is over a period of several years.12 mouth. niche in the market where you interested in drama, comedy, LaLonde’s marketing team Consumer interests rapidly know how to find the consumers romance, thriller, or a documentary, already had some experience in shift from what was new last and know a lot about their regardless of whether or not his interests. It is quite another thing or her tastes change, one thing Chart 6 Chart 7 to attempt to mass market a seems unchangeable: the moviegoer theatrical film product.13 goes to the movie to be entertained 15 Lowest Attendance Predicting consumer response to a with a good story. Moviegoers Weekends in the Year: theatrical screening of a film is don’t go to hear a sermon in order like the roll of the dice. Film to consider the meaning of life. Weekend Index Index Month marketing is a risky proposition, 37 0.63 1.43 July and there are many more losers Core Consumers 44 0.63 1.20 June than winners at the box office. Peter LaLonde saw the 18 0.66 1.11 November Another important element natural match between the 43 0.69 1.08 August that Cloud Ten marketing leaders customers of the Left Behind 38 0.70 1.04 December picked up is the fact that books with the potential customers 17 0.72 1.03 January consumer interest in film varies of the movie. It seemed a no- 49 0.74 0.99 May by gender, age, and occasion. brainer to select the readers and 19 0.75 0.96 February They noticed that there are supporters of the books as the 39 0.75 0.86 March distinctive patterns of movie primary audience14 who would 16 0.79 0.81 April attendance depending on the support the film version of the 20 0.79 0.79 October genre. Moviegoers who enjoy story.15 Victor Vanden Oever, 50 0.79 0.71 September romantic comedies on a “date president of Providence 51 0.81 movie” are essentially different Entertainment, estimated the size 4 0.83 from the moviegoers who enjoy of the relatively untapped 5 0.83 action thrillers. These consumer evangelical Christian market at 160 JBIB Fall 2001 Case Study 161 more than 70 million people.16 sans the distribution channel succeeding weeks. Add to this the filmmaking, only a very few The power that can come from relationships of the major studios, fact that even art house theater Christian films have generated focusing on a niche like this is in this means a gravitational pull owners must make hard decisions this type of enthusiasm. the fact that Christians are toward guerilla marketing on which films to keep loaded Most Christian films show in relatively easy to find and are tactics—spending dollars on on their projectors. Some church basements, youth centers, highly organized into small publicity and promotions rather independent films must share a and Christian school gymnasiums, cohesive units across North than advertising.19 Independent screen with another film, thus not in the downtown cinema. America. film studios have microscopic reducing the level of access to Christian film producers, as a Focusing on such a niche advertising budgets. consumers. The amount of rule, lack the budgets needed to market for a mass-marketed Traditionally, independent time/space available to show pull off Hollywood-quality product required “out of the box” films have opened on a lesser trailers is limited, often leaving productions. They don’t have the thinking on the part of the number of screens, choosing a little or no room for the trailer of distribution channel connections Cloud Ten marketing team.17 regional roll-out rather than a an independent film. And, when needed for wide distribution. As LaLonde thought more about national campaign. Many of the another blockbuster comes along Without distribution channels this in preparation for the final theaters that are affiliated with or is already proven to draw an well-greased, it is almost strategy session, this project chains will not take independent audience, it is the independent impossible for Christian began to take on more of a public films since these normally film that is most at risk of being independent film producers to evangelism theme. Perhaps this generate lower attendance and pulled off or kept off the screen. compete with the Hollywood film feeling he had about the market lower box office revenues. Boil it all down and you find that giants. And even so, very few of niche was key to finding the right This is changing to some degree word-of-mouth becomes the the films with religious themes marketing strategy. The more he as the number of cinemas grows, independent film producer’s (such as The Ten Commandments, considered this, the more he creating an over-capacity and closest marketing friend.20 The Last Temptation of Christ, thought, “When you have a great empty theaters. Some regional When word-of-mouth works, Chariots of Fire, The Cross and product, let your core audience outlets of the big chains are the film “gets its legs.” the Switchblade) ever made it to know about it. They are your best experimenting with independent box office success. But those that evangelists.”18 films, showing them on one or Christian Film made it did so because the so- two of their screens, in effect What Gener8Xion called secular audiences thought Marketing Independent Films creating an independent theater Entertainment and Trinity they were good movies. Though As in the book publishing within a multiplex. Broadcast Network accomplished these films were not produced for industry, every new film presents Facing these obstacles, with The Omega Code they the Christian market, Christians a one-of-a-kind marketing task. independent films often distribute did with the help of Providence quickly adopted some of them as Each film is different from the to the so-called “art house” Entertainment—a film their own.21 Those they did not ones preceding it. Every story has theaters that specialize in distribution company committed adopt they criticized for being a different core idea that becomes independent films. Selecting the to helping Christian films gain unfaithful to the biblical record. the foundation for the entire film right theaters is crucial since the a foothold in the market. In any case, these religious theme and thereby the marketing early experience of moviegoers The success of The Omega Code films were made to entertain, not message required to achieve fuels the word-of-mouth needs to be placed in the proper to spread an overt Christian success. For the independent, promotion of the film in context. In the last 60 years of message. Roger Ebert, film critic 162 JBIB Fall 2001 Case Study 163 for the Chicago Sun-Times, is among both Christian and secular or two and deliver the audience, if a film has a clear genre quoted by the Associated Press as audiences. The end of the world he would be even more connection. This prevents saying, “Hollywood in general is a theme that has been picked successful. To achieve this he consumer confusion. LaLonde will produce anything that makes up by the secular movie would need a strong product— determined that a movie version money.’’ But he added, producers, too (End of Days a quality story that had strong of the book’s story would result “Overtly religious pictures are starring Arnold Schwarzenegger; potential for the screen. in a suspense/thriller type movie. not generally moneymakers.”22 The Book of Life). In addition to In an interview with Robin With the plethora of secular the end-time theme, secular The Product and Brand Parrish, he identified the movie as films coming out every year movie houses are also catering Awareness “a supernatural thriller.”29 coupled with the real financial to the increased interest in The Left Behind book series To some extent, brand equity risks associated with distributing spirituality by weaving spiritual was launched in 1995.27 In 1996, is developed by the collection of a Christian film that carries a themes into such films as Dogma, when book sales topped 100,000, actors and director of films. “message” rather than The Matrix, and even American Namesake Entertainment saw But in this case, with a low emphasizing top-quality and Beauty.24 His own interest in end- potential and purchased the movie budget, the Cloud Ten team was state-of-the-art entertainment, time events provided him with a rights. Whatever gamble Joe forced to rely on the book’s brand the major distribution houses ready-made avenue to pursue. Goodman, president equity couldn’t be bothered to partner Even though some in Christian of Namesake, might “Overtly religious pictures rather with an upstart studio like Cloud theological circles criticized the have felt in the deal are not generally than any Ten. Because the costs for rapture view of the second coming quickly dissipated as moneymakers.” equity printing and distributing theatrical as being “bad theology,” LaLonde Left Behind books that the releases are so high and and other rapture enthusiasts rocketed to the top of the charts actors, producers, and director independent film studios typically dismissed the objections, in the New York Times and USA brought to the project. are left out of the distribution choosing rather to focus on the Today and on the Web sites of channels controlled by the good these films do in making the Amazon and Barnes & Noble.28 Competition Hollywood studios, Christian Bible accessible to the secular- The book was developing brand From one point of view, film producers tend to focus on minded movie audience.25 equity that could be shared with one can argue that Cloud Ten made-for-television movies and Gener8Xion Entertainment other media. Pictures, an independent religious direct-to-video productions. (the producers of The Omega An important element in the film company, competes only Trinity Broadcasting Network, Code) and Providence product is its title. Titling a movie with other independent religious The Inspirational Network, and Entertainment (the distributor) to ride on the coattails of the film producers. Cloud Ten World Wide Pictures (Billy proved that a focused marketing book’s success seemed like a competes with Everland, Graham) are three examples of effort on this important niche prudent action to take, and Big Idea, Spring House, and Christian film producers who market could deliver an audience LaLonde determined that the Crossway in the Christian video specialize in television movies.23 for theatrical showings even if the movie title would be Left Behind: market. In the Christian film As the end of the millennium quality of the movie suffered The Movie. market, Cloud Ten also competes approached, LaLonde noticed the compared with that of other Another important element with Signal Hill Pictures, Truth increased interest in Bible movies.26 If LaLonde could raise for the product and its position is Soul Armor, and Gener8Xion prophecy and Jerusalem-watching the quality of the film up a notch the genre it fits within—it’s better Entertainment. In addition, the 164 JBIB Fall 2001 Case Study 165 studios such as World Wide was he in competition with other Hollywood companies. What they Most of their marketing channel Pictures (mentioned previously) established independent film found took their breath away. contacts are in the video- that produce made for television studios that have experience in The chart (see Chart 8) of the marketing world. movies all are Cloud Ten’s the theatrical market, but he was market shares of Hollywood’s competitors. They, too, will like David going out to slay largest film distributors lay with Marketing Goals welcome the opportunity to enter Goliath. This imagery was not the other information on Early in the project, LaLonde the theatrical market. lost to LaLonde’s assistants, and LaLonde’s desk.30 In the larger found it impossible to stifle his But when LaLonde raised the the thought of this made them picture, not only was Cloud Ten enthusiasm for the Left Behind: battle flag claiming that his tremble. Pictures about to launch a The Movie project. He never theatrical film project would be To see just how big this competitive strike into the wavered from his goal of No. 1 at the box office on its Goliath was, LaLonde asked his territory of these film giants, it producing the first Christian film debut weekend, he entered an market research gurus to analyze was entering the competitive to debut as No. 1 at the box office entirely different arena. Not only the distribution strength of the arena of all consumer entertainment in America. He also made it clear options. In addition to going to that he was not talking about movies, consumers have the being No. 1 for independent Chart 8 option of staying at home and films, but rather No. 1 overall in 1999 watching television, bowling, the market.31 LaLonde told his Studio Gross: Market playing racquetball, working on brother, “If we can prove that (in Millions) Share: hobbies, reading a good book, audience exists and we can unite Buena Vista $1,231.90 16.79% and hundreds of other activities. the Christian community behind Warner Brothers $1,030.80 14.05% this film, we can achieve our Universal Pictures $985.70 13.43% Distinctive Competency goal, which is No. 1 at the box Paramount Pictures $836.30 11.40% Before starting Cloud Ten, office. That’s a huge goal. Cloud 20th Century Fox $783.10 10.67% the LaLonde brothers hosted a Ten is too small to do it, but the Sony Pictures Entertainment $624.80 8.52% weekly television show that dealt Christian community is plenty DreamWorks SKG $330.30 4.50% solely with the topic of the big enough to do it.”32 New Line Cinema $304.40 4.15% rapture. In addition, they Only with a national rollout MGM/UA $303.40 4.13% published several books on the of the film would they have any Miramax Films $289.80 3.95% topic. Clearly Cloud Ten Pictures’ hope of achieving the primary Artisan Entertainment $193.60 2.64% distinctive competency lay in the goal. At various times through the Lions Gate $61.50 0.84% area of direct-to-consumer campaign the number of theaters Dimension Films $50.80 0.69% marketing of apocalyptic-genre might change,33 but initially the Fox Searchlight $40.20 0.55% religious videos. The marketing stated goal was as high as 4,000 IMAX $37.30 0.51% team cut its teeth on learning screens—another audacious goal Sony Pict. Classics $33.10 0.45% how to attract evangelical that few Hollywood films had October Films $32.40 0.44% Christian consumers who share a achieved.34 Seemingly unaffected Others: $168.4 Million = 2.29% Mkt. Share fascination with end-time events by the brashness of his goal, Gross for 1999: $7.34 Billion and the rapture in particular. LaLonde stated that he wanted 166 JBIB Fall 2001 Case Study 167 Left Behind: The Movie to “open release, the small religious theme major studios had already story or the gospel content of on more screens than any movie studios finally would be taken scheduled for release in 1999 the story. On one hand, if he ever has.”35 seriously as having quality and 2000. emphasized the entertainment With the vision of the film’s products to offer in competition Cloud Ten also needed the value of the film too strongly, theatrical release across the to the major studios. They wanted help of a distribution company. he risked offending his core country firmly set before them, to move the screening of religious Namesake Entertainment had audience—evangelical Christians. they became confident that they films out of church auditoriums discussions with several On the other hand, if he made the could generate at a minimum and youth centers and into the Hollywood distributors. focus of his creative energy the $30 million dollars in box office local cinema, and in the process They had little interest.37 overt gospel content, he would gross revenue.36 contribute something to the Cloud Ten was on the verge of almost certainly offend the Not wanting to leave behind spread of the gospel. Success at signing a distribution agreement secular audience. Whatever their contacts in the Christian the box office would mean with Impact Entertainment to help internal struggle LaLonde might video marketing channels, millions from opportunities that them through the distribution have felt on this issue, knowing LaLonde and his team also set a were bound to come their way in mine field. Going with Impact his core audience he came down goal of placing 350,000 units of the form of bigger projects, more Entertainment required new, on the side of doing the best he the video through CBA retail capital, better scripts, bigger creative approaches to solving could on entertaining them— stores as well as another name actors and directors, and a the distribution problem, and without the traditional Hollywood 2.5 million units through large real shot at getting to the big LaLonde wanted to make sure gratuitous sex and violence— secular discount retailers. show on a consistent basis. his marketing team was together while making the message clear, Since DVD format had firmly in their strategy before signing central, and as non-offensive as taken hold in the market, they Breakthrough Strategy Decisions the agreement. possible. He remembered his own planned to place almost half LaLonde picked up the LaLonde remembered what words to Christianity Today: a million units on DVD. papers on his desk. He went over Joe Goodman, president of “It [the film] can’t be a thinly The suggested retail price for the marketing strategy issues in Namesake Entertainment, had disguised sermon. It has to be a videos and for DVDs would be his mind as he walked from his told Christianity Today: story about real people. the same ($29.95). office down the hall toward the “When you have a project that Much prejudice against Christian Along with this they dreamed conference room where his has good word-of-mouth, the productions within Hollywood of producing the video marketing team awaited him. way to go is to start small so was not because of content. The Making of Left Behind to Today they would make strategic that snowflake turns into a huge We didn’t do things at the level sell through CBA retail outlets decisions that would drive the snowball crashing down the of excellence.”39 Cloud Ten’s and use as an incentive premium entire project toward success. mountain. And that’s what we’re hope was that they would be able to sell more videos. Their goal They needed to choose a going to do.”38 Today they needed to tell a good story and thereby was to sell at least 15,000 units of debut weekend when most of the to decide how they were going to attract a great number of core this “making of” video at a theater seats are typically empty accomplish this. consumers while achieving a suggested retail price of $9.95. and competition from the What LaLonde struggled with “cross over” to other audiences. In addition to its tangible Hollywood studios was at a in his heart was the dilemma of Closely related to this business goals, Cloud Ten hoped minimum. He glanced at the list deciding whether to emphasize dilemma were questions that with a successful theatrical of potential blockbuster films the the entertainment value of the surrounding what scriptwriters, 168 JBIB Fall 2001 Case Study 169 actors, director, special effects movie in history.40 The point one of timing of the film’s much product familiarity before team, and other resources to use about the $17.4 million budget theatrical release compared the release. on a small budget. And, once should not be lost, and though with the release of the video. Cloud Ten certainly had ties LaLonde assembled a good team, budget was a concern, in the All successful Hollywood films to the video marketing world, what would he do to keep all his larger scheme of Christian film have a set release pattern— but unlike the producers of commitments and keep the marketing it need not be a worry. theatrical version first; a few The Omega Code, Cloud Ten project moving swiftly and within He hoped he could reassure his months later, video rentals; a few lacked close ties to the Christian budget once production began? team about this in their meeting. months later when other courses media outlet. Trinity Broadcasting Where to produce the film LaLonde knew the marketing have been exhausted, video Network assisted in the was another question LaLonde strategy they developed needed to sales;41 still later, pay-per-view promotion for Omega Code had to answer. If he went to emphasize their core competency television; much later, broadcast through its hundreds of local Hollywood to gain better access if they were to have the success television. Clearly, box office affiliates nationwide.42 LaLonde to film industry support services, of their dreams. He decided that success drives the success in the mulled this over in his mind. it would eat up his meager they should focus a lot of their other arenas. LaLonde was well He knew something would have budget. distribution aware of this, but he couldn’t stop to be done to change that. Also, the ... he could generate a resources on thinking about the success he had As he took his place at the closer he grass roots effort that bringing the video in the past in marketing direct-to- head of the conference table, got to would influence theater version of the film video products. He wondered LaLonde’s mind summarized the Hollywood, to the tried and whether this was still possible if two fundamental problems that the less owners to screen his film. true Christian he came out with a theatrical his team faced: distribution and control he Booksellers version of the film. He considered promotion. For promotion he would have over maintaining the Association retailers. But with coming out with the video version knew he would have to rely on central position of the message of the huge success of the book at the same time as the theatrical time-tested tactics that generate the film. Making the film in series, he wanted a wider retail version. Another possibility was word-of-mouth. But, in Canada aided him in taking distribution than that offered by coming out with the video version LaLonde’s mind this key to advantage of tax and currency the CBA, and he was considering first. For other reasons, the timing promotion also was becoming the exchange benefits while offering the video to large of the video release can be key to solving the distribution maintaining control over the discount retailers, too. But, if crucial. Year-end holiday problem. And it was this unique project. the huge secular discount retailers shopping accounts for a major synthesis that he hoped he could LaLonde knew that one of priced the video too far below proportion of retail sales. To cash- verbalize to his team. If he could his biggest obstacles would be the the CBA retailers, the CBA in on this buying wave requires leverage his contacts in the video limited budget he had to work retailers would become offended. careful timing regarding the year- marketing world and at the same with. Even so, with the healthy This risk could affect not only end sales season. The risk of time mobilize the core audience profits generated from the sale of CBA support of the current releasing the video too soon was of evangelical Christians to the Christian videos, LaLonde put project but also their support for rooted in the belief that direct-to- promote the film, he could together a budget that would future projects. video release would likely generate a grass roots effort that make this project become the Another question related to cannibalize box office sales and would influence theater owners to most expensive evangelistic the distribution of the video was stifle word-of-mouth with too screen his film. With this thought 170 JBIB Fall 2001 Case Study 171 in mind, he called the meeting Why would a consumer pay $8 their dreams were more what “Omega Code” did, it’s to order. to see the film in theaters on grandiose. They wanted to going to resonate throughout the February 2, 2001 when they had become No. 1 at the box office. Hollywood world. So, we need to II. Analysis of the Case already paid $24.95 at Walgreens Peter LaLonde commented get that one percent totally on Cloud Ten’s breakthrough or Barnes & Noble to see it in the on the strategy: fire when they see the quality of strategy was to use the company’s privacy of their own home the this film.45 marketing strength with videos to previous November? When we release this on We need a grassroots build word-of-mouth for a The authors of the New York video in October, the only people movement in every city in theatrical release of the film. Times best-selling apocalyptic who are going to buy it are America to work this thing— In other words, they decided to thriller book series Left Behind people who are born-again as in word-of-mouth, people release the video first and the might ask these questions as Christians and people who are talking about it. We can make theatrical screening second in a would the film’s director and fans of the book series. What we a great movie, but what we need carefully timed sequence. actors. This is what movie want them to do is see the film, are people on the ground to Producing a direct-to-consumer marketing mavens would ask, see the quality of the film, get support that movie. So we’re video first and then trying for a but not the marketing team at excited about the film, and then going into each city and [telling] theatrical release of the same film Cloud Ten Pictures, who released join with us in our major a church in that city [that] for the second is not unheard of in the the video version of the film outreach objective, which is to same price it would cost them to entertainment industry. It happens October 31, 2000 in anticipation win the box office when we open bring in an evangelist, they can about as often as the winter of the theatrical release three in February.44 help us sponsor the release of this Olympics and only then by months later on Groundhog Day, We want a Gideon’s Army movie in that city.46 companies who lack a firm February 2, 2001. here. And we need to literally foothold in the market. Few models for this type of have that one percent of the The Marketing Goals Revisited Major film distribution houses marketing exist, but Roger population go crazy with this, With the Left Behind video don’t use ancillary products such Corman, the king of low-budget, if you will, and say, “This is our on the market, Toronto-based as direct-to-consumer videos to B-movies, used it once on a opportunity to have one of the Cloud Ten Pictures prayed that build theater attendance. limited scale with his movie greatest outreaches in history,” audiences would flood into The reason: videos, if released Carnosaur. Two months before and to also send the most thousands of theaters on first, likely will cannibalize box the release of Jurassic Park, powerful message that has ever Groundhog Day to see the film, office sales. Cloud Ten Pictures Corman came out with been sent to Hollywood with the helping the company return its decided to defy this law of Carnosaur, exploiting public size and scope of audience that $17.4 million investment. entertainment. In the process it fascination with mad DNA comes to see this kind of film. And with this success LaLonde reversed or (for their purposes) scientists who create dinosaurs If we’re successful in that, we can hoped to achieve what no other retired the industry-standard ratio that run amuck. It made some literally start a bit of a revolution, religious film had achieved— of box office receipts to video money in a few theaters but never not just for this film but for all becoming No. 1 at the box office sales receipts as a tool to track became a blockbuster.43 Even so, other Christian films and in its opening. success. he sold truckloads of videos. filmmakers, everyone who’s vying Though some films are Their puzzling marketing Now Cloud Ten Pictures appeared now to bring these movies into distributed to 2,000 theaters strategy raises a few questions. to be using a similar strategy, but the mainstream. If we build upon before the close of the film, 172 JBIB Fall 2001 Case Study 173 few films open in that many smaller films that get in depending on an army of Overcoming the distribution cinemas on the debut weekend. their way. enthusiastic Christians to bring problem for the theatrical release To do so requires an expensive February 2, 2001 was just a their movie-going friends and was more significant. To a small national advertising campaign few weeks before the official neighbors back to the theater on distribution house like Cloud Ten, and a big print budget (for start of the spring film season. a cold day in February to see getting in the door at local thousands of copies of the film Never mind that potential something more than their theaters is like climbing Mount to be available at the same time), blockbusters such as Red Planet shadows. Other than the sale of Everest—you need to go there something that Cloud Ten (Warner Bros.), Men of Honor videos, that’s about all Cloud Ten with someone who has been couldn’t likely do. Only a handful (Fox), Vertical Limit (Sony), could hope for. If word-of-mouth there before. Cloud Ten wouldn’t of religious theme films (like Cast Away (Fox), What Women took off from be going The Ten Commandments) have Want (Paramount), 13 Days (New there, they LaLonde and his team were there with become miracle money machines Line), and The 6th Day (Sony) would have the depending on an army of one of the for Hollywood distributors. were released on massive waves box office hit big film The February release date of advertising and promotion at they desired. enthusiastic Christians ... distributors selected by Cloud Ten was in a the start of the 2000-2001 winter Melissa like Sony month that ranked 8th in movie film season. LaLonde must have Richter, publicity manager, or Buena Vista. To solve the attendance, and the weekend, been banking on these films explained why the first weekend access problem, LaLonde’s February 2, ranked 15th from the petering out by the time the in February was chosen. “It is just team partnered with Impact bottom in attendance over the last February doldrums rolled around. after Christmas. Cloud Ten Entertainment to mount a direct ten years. Over the past ten years Also, LaLonde was acting on needed lead time to complete the sales effort recruiting local very few movies (Mr. Holland’s the belief that once the winter editing and then launch the video. churches and other organizations Opus, Star Wars—Special season was well under way none February is typically a time when to put up $3,000 apiece to Edition, Scream 3) that were of the big five distributors would there is no major competition sponsor the screening of the destined for success made it into release a new film until the start from the big houses.”47 film at local cinemas. Impact the top ten winter season rankings of the spring season. If LaLonde Entertainment had a list of about (mid-November to March) with a could avoid one of the big studios A Plan from Cloud Nine 900 pre-selected theaters across late January or early February blasting him out of the box office November was a perfect time the country that they targeted. debut. And these were movies in early February, releasing Left to supply the Christian holiday When the sponsoring organization distributed by the major houses Behind at this time of year might gift market. If the video came out sent its money to Impact such as Fox, Buena Vista, and prove to be an astute decision. after Christmas, the opportunity Entertainment, Impact made Miramax—distributors that had Never mind that most moviegoers would be missed for 2000. By the the arrangements with the local other products in the pipeline to had spent their winter season time Christmas 2001 rolled theater. In addition, Impact sent offer the theaters. Most winning movie allowances in theaters over around, it would be likely that a media kit that included posters, movies in the winter season open the Thanksgiving, Christmas, other products would take the fliers, press releases, and radio around Thanksgiving or New Year’s, and Martin Luther spotlight. With the film version and television spots to the Christmas and continue running King Jr. holidays and were in the released in February, video sales sponsoring organization. Local for 30 or more weeks with the traditional February sales slump. were likely to remain brisk sponsors had the option to spend potential of easily smothering LaLonde and his team were through the spring. additional money to make their 174 JBIB Fall 2001 Case Study 175 own media buys in their local that each coupon-bearing purchased the videos received expensive actors, the image market. Christian pays at the box office, two coupons to give to others. package that the likes of Kirk Essentially a risk-sharing and you get a ticket price about Organized much like a massive Cameron (Growing Pains), arrangement with the theater the same as what the believer evangelistic campaign with many Chelsea Noble (Growing Pains, owners as a guarantee in case would have paid to see the movie locations focusing their prayer Full House, Days of Our Lives), the film flopped, this program without all the hoopla. LaLonde power, financial power, and and Clarence Gilyard (Walker— became a unique form of positioned it as being about the word-of-mouth influence on the Texas Ranger, Die Hard) and corporate sponsorship of films— cost of sponsoring a traveling same date, this effort pooled the others brought to Left Behind a tactic well-known in the film evangelist. fervor of Christians trying to would help. Going on the talk world. In this case the corporate If a large enough audience accomplish more than just sell a show circuit to talk about Left entity is a collection of attended, the sponsoring church movie experience. Giving away Behind would help even more. independent religious groups would get its money back, making free tickets is a common The value that actors and rather than multibillion dollar the whole idea a potential win for marketing tactic used to build directors bring to the marketing businesses that have millions to both the local theater owner as attendance and word-of-mouth. table is the ability to raise throw at projects like this. well as the church. Pastors and awareness among the primary Films such as Hoop Dreams church administrators would win, Getting Your Pie from the Sky target audience. (sponsorship from Nike) and the since it is unlikely that the $3,000 The film’s title attempts to By beginning his marketing James Bond thriller Goldeneye would be returned to the exploit the Left Behind book efforts for Left Behind with the (sponsorship from the BMW Z3) individual donors. The successful series brand equity built by release of the video, LaLonde successfully wooed corporations program, in effect, became a retired evangelist Tim LaHaye turned to the familiar, to what had to share in the advertising costs fund-raising event for the church. and his collaborator, Jerry B. brought him success thus far— and build audience attendance. Church members won by getting Jenkins. Added to this was an Christian video distribution. LaLonde used local churches and to go to a movie with their pastor’s increased interest in doomsday, Through his experience in this Christian bookstores to get him in blessing. Cloud Ten Pictures also Jerusalem-watching, and new market, he developed a choir of the door at local cinemas and to won by collecting a percentage of millennium themes among contacts in the religious video spread the cost of distribution the box office gross and evangelical consumers. After all, world that he turned to for while letting them become the establishing a relationship with a Jerusalem is a hotly-contested support of Left Behind: primary means for advertising. few thousand film exhibitors. sacred ground and the new The Movie. Though his contacts Informal reviews by video Christian bookstore owners who millennium was just beginning at were a different set than the watchers took the place of put up the $3,000 had the the end of 2000. And, to reach names and addresses the major formal reviews by critics. potential of getting loads of free Christians who share a keen film distributors had, they still If in each sponsored theater advertising for risking the money. interest in these things, LaLonde were an absolute must for over the life of the film 1,200 Every local sponsor received had the support of several high distribution success. If this people attended under matinee discount coupons to use in visibility television ministries and project succeeded with even prices, the theater would generate generating audience support. national Christian organizations. 1,000 theaters screening the film, $6,000 in gross revenue. Add a Instead of paying $7 or $8 for The film’s actors added some the contact list would change modest per person sponsor the viewing coupon, holders paid weight to Cloud Ten’s marketing overnight. And with this new donation to the $5 matinee price matinee prices. Individuals who efforts. While not the most contact list, Cloud Ten Pictures 176 JBIB Fall 2001 Case Study 177 would have a foothold in the big Ten’s favor. It had been a long publications will drive some audience to come back again. market. If LaLonde could follow time since Christians had had a Christians to acquire a video or The only question was whether Left Behind with a winner, local film they could go to at the see a film, but Left Behind: or not local theaters would use a cinema owners might have reason theater without feeling guilty that The Movie would need more Left Behind trailer between to screen his future products they were supporting an industry than the reviews by the actors, November 2000 and February whether or not local that exploits evil for entertainment. directors, and a few evangelical 2001. Films are getting longer, congregations sponsored the film. More than this, the evangelical’s leaders if Cloud Ten expected to leaving less time between Another strength that belief that promoting a film like pique the interest of a wider showings to show trailers. LaLonde’s The evangelical Christian Left Behind is market. The movie was reviewed The trailer is an important marketing a contribution online by Christian Spotlight on element of promotion that is team used market is highly organized to spreading Entertainment, Preview Family under the complete control of was a focused into recognizable local the gospel Movie, and TV Review. theater owners. If they believed effort on a entities. would be the Bringing out the video before that Left Behind would have a run single market fire behind the film meant that Left Behind of more than just one or two niche, developing relationships congregations talking it up among had no opportunity for the weekends, theater owners may with leaders in the evangelical themselves. The film probably traditional sneak preview at have wanted to use trailers Christian churches. Evangelical would generate attendance by theaters. Indeed, the video during December and January. opinion leaders are easy to find. people sympathetic to rapture- became a surrogate for this oft- If, however, they were interested The evangelical Christian market believing evangelists. used marketing tactic designed in partnering with a local is highly organized into to build word-of-mouth. congregation merely to reduce recognizable local entities. Of Mountains to Climb Videos were designed to produce the risks of trying an independent Clearly this local niche element is Cloud Ten had a good chance free screenings (in the homes of religious film, but they didn’t key to success. Direct sales to succeed. Even so, it had a few believers or in churches) that believe Left Behind actually efforts and promotional programs mountains to fly over en route to produced word-of-mouth. would go anywhere, using the targeted to these organizations the big box office hit. The risk was that the video trailer for Left Behind would not will drum up financial support to Left Behind: The Movie could would create too much audience help them much. Nor would sponsor a film at local cinemas. use a few rave reviews in the experience ahead of the theater screening a Left Behind trailer Once believers belly up to the New York Times, the San release, decreasing the want-to- help theater owners promote a bank and collectively donate the Francisco Chronicle, the see level of desire before Sony or Buena Vista potential sponsorship amount, they do not Washington Post, and in every February 2, 2001. Videos may blockbuster that might be want to see their gospel major city they hoped to conquer. sell like hot cakes, but would scheduled for the spring season. investment go to waste. It is all but impossible to get people go to the theaters to see The Sony and Buena Vista trailers The donation sets up an reviews published in newspapers the big screen rendition? would be the odds-on favorites to immediate urgency to bring out read by the general public if the Left Behind needed a show in December and January. the audience. film is not yet released, and there dynamic trailer, the preview of Another hurdle would be the The sheer size of the is even less of a chance if the film attractions coming in the presentation of the story line in evangelical Christian video is released first. Reviews next season, that local theater the movie. The Left Behind demographic group was in Cloud published in obscure religious owners could use to entice the books were proven best-sellers. 178 JBIB Fall 2001 Case Study 179 This doesn’t automatically trailer space. With scores of new publications fit for the general Faith-Life Integration Issues translate into a great film. films coming out every week on public, would the reviews get Regardless of our vocation, The quality of the acting, the the average, there are just not enough space to have any effect Christians are by definition the plot, special effects, and overall enough screens to show them all on attendance in February? “salt of the earth,” the “light of presentation of the script were and not enough time to show all With a decentralized distribution the world,” a bright city on a hill vital if the film expected to get its the trailers available to promote strategy involving local churches, that “cannot be hidden.”48 That is word-of-mouth legs to success. these new films. Add this fact to it was questionable to what extent to say, because we are Christians, The risk was that in trying to the awareness that only ten to 15 the film would get local reviews we can do no other than be lights. mimic the big studios and percent of all films make it to the in time to crossover to the so- Whether we know it or not, our compete with monster budget box office big-time, and you have called secular audience. witness cannot be hidden. It is a films by creating a mainstream a recipe for selectivity by the The question also remained reality that is as certain as the X-files type drama about the end local theater owner. Independent whether Left Behind would Lord who is the greater Light of of time, the movie would come films often have to share a screen generate enough buzz among the the world. off as a low-budget “me-too” with another film, reducing its general public to launch past the Paul restates this same truth production. availability to the public. initial momentum given it by in the indicative: “you shine as Cloud Ten’s lack of Large multiplex super cinema local believers. Pleasing the lights in the world.”49 God does experience in distributing film chains screen mainly films conservative and sometimes not want the salt to lose its to theaters might have been its distributed from the proven critical evangelicals who want savor.50 This applies as much to a single biggest obstacle. In movie winners. In addition, the big the gospel appeal to be central film producer as it does to the marketing success, the key is distributors have the clout of ten and overt in ministry was another minister of the gospel, and in this distribution, distribution, to 15 more films in the pipeline mountain to get around. The other regard there is really no distribution. Cloud Ten was not and can demand the showing of side of this risky coin was the difference between the two using the major distribution their less successful films as task of convincing the unchurched professions. Workers in both houses to launch the film in well as the blockbusters. moviegoers that the film was not professions are challenged to “do theaters. Instead, the marketing The end result: independent just another religious propaganda all to the glory of God”51 and in team put a new twist on the idea films easily get edited off the piece. Put another way from the whatever they do “do it with all of using videos and a novel form marquee. It’s a cruel market, point of view of evangelists, your might.”52 Whatever our task, of “corporate sponsorship” with theater owners pulling the Cloud Ten’s task was to entertain we are admonished to “work (organized along the lines of an low money earners off their both Christians and non- heartily, as serving the Lord and evangelistic campaign) to place projectors in favor of new, more Christians, especially those not men.”53 The challenge that the film in theaters. Did the hopeful titles. who might be skeptical of and anyone faces, whether a minister cinemas selected have an Limited screen time available offended by attempts at of the gospel, auto mechanic, or opportunity to view the film corresponds with the restricted proselytizing. From Cloud Ten’s filmmaker, is the challenge to be before signing an agreement? number of column inches point of view, all they really salt without losing savor. Left Behind: The Movie, like available for critics to show needed to see was a few million Some Christians speak in any one of the many new films their thumbs the week before believers attending the show terms of living in this present that are produced each year, faced February 2, 2001. Even if Left during February and March. world (the secular) while being a competition for screen time and Behind obtained reviews in citizen of the heavenly world 180 JBIB Fall 2001 Case Study 181 (the sacred); we are merely lived. Only in this way can it time transcendent and near. glorify God and enjoy Him sojourners here but we belong truly have power to transform Ironically, just as Cloud Ten forever. elsewhere. The Bible clearly lives. Unlike people in many Pictures struggled in developing a Without a connecting link, teaches that at the same time other professions, a Christian distribution strategy that created God is unapproachable. Jesus, Christians are called out of the filmmaker such as LaLonde has access to consumers, so in its through His person and work, world they are called into the an unusual opportunity to be at larger role under God it has made is that connecting link. Only world.54 We are called to be in the same moment both squarely an heroic effort to create access to through His righteousness can we the world in such a way that in the middle of contemporary God and its interpretation of truth gain access to God’s throne, and others with whom we culture and under the sacred rule through film. Just as God directed because of this righteousness our communicate are influenced for of our Lord, using an art form Moses to access is the cause of the gospel. Yet while that speaks to both believers and erect the ... Christian filmmakers have a described as we are in this world, hoping for nonbelievers. ancient unique opportunity to erect a bold.60 the world to come, we stand It is in this unified reality, tabernacle “In the along with those to whom we this integrated whole of life, that close to spectacle that will draw their beginning minister under the unifying reality we influence others for good. Israel’s audiences to the Divine. was the of God. Some wish to artificially This is the context in which the camp, a Word, and separate the elements of our life leaders of a company attempt to spectacle of Divine worship, so the Word was with God ... And into sacred and secular, but as serve God. And, in a way not Christian filmmakers have a the Word became flesh and dwelt Dietrich Bonhoeffer says, there completely unlike that of the unique opportunity to erect a among us.”61 In addition to the are not two realities (sacred and apocalyptic prophets Ezekiel, spectacle that will draw their access created by Jesus Christ, secular), but one—one reality Daniel, and John, Cloud Ten audiences to the Divine. the Holy Spirit is designated as under God.55 Ray Anderson Pictures portrays to contemporary Scripture describes God’s the One to guide us into truth.62 concurs: “Religion tends to world culture its interpretation transcendence in many places. The Spirit helps us in our reinforce its authenticity and of eternal truth. For modern day “You are from below; I am from weakness, speaking on our behalf power through the boundaries prophets to be heard, they must above.”57 “He who dwells in the when we cannot put words to the which are drawn between the have credibility; they must speak shelter of the Most High, who deepest cries of our soul.63 sacred and the profane, while in a way that is intelligible to abides in the shadow of the In addition to Jesus Christ and faith lives only before God in a contemporary culture. Thus, in a Almighty, will say to the Lord, the Holy Spirit as the primary world with no boundaries.”56 unique way, Cloud Ten Pictures ‘My refuge and my fortress; connecting links, believers If Bonhoeffer and Anderson are and all other Christian film my God, in whom I trust.’”58 everywhere are God’s correct, this means that the sacred studios stand at the crossroad “How unsearchable are His “ambassadors,” a “nation of gospel must be allowed, in an between sacred and secular in a judgments and how inscrutable priests.”64 This is none other ironic way, to become Spirit- highly visible and sometimes His ways!”59 Because of His than a form of decentralized blessed secular without watering controversial way. transcendence, human beings distribution. For many down its message. That is, it must At a much deeper level, this have a problem of access. unbelievers, it is their contact be placed fully and completely case reflects how Christians live One might even say that access is with a believer in the context of right in the middle of the secular with the problem of how to gain at the core of a problem that their work or as a result of their context in which our lives are access to God, who is at the same needs to be solved if we are to work that opens access to God. 182 JBIB Fall 2001 Case Study 183 It is in this way that filmmakers on who you talked with, the something we can do as a included the interest in portraying can play a unique, dramatic role answers to these questions was Christian film studio that they a Christian message in a non- by captivating the imagination, mixed. cannot do.”65 I wonder whether offensive manner. thrilling the senses. Is it possible this was just another example of Consider LaLonde’s that through the medium of film Additional Faith-Life Christian arrogance seeping perspective on the interface God’s immanence is portrayed in Integration Issues through. I find it difficult to between Christianity and culture. a way unlike any other? At a time in history when the accept that LaLonde really He said, “Here’s the thing. One viewing of the film may U.S. Senate Commerce believed his own words. We in the Christian community move people to think about their Committee was grilling Hollywood film studios can have pointed out the errors of place in the final judgment, but Hollywood executives regarding make any film they want to Hollywood for how many years? exactly what would people be marketing films to children, espouse any ideology desired We’re not offering any viable talking about when they left the Left Behind: The Movie had its portrayed by any screen story alternatives. It’s really time, theaters on Groundhog Day? own marketing challenges as it they see fit. And, they can do it if we’re going to battle for our Would the evangelicals be talking tried to break in where film in a style that is unmatched by culture, to get out there on the about anything other than the giants thundered around it. any other source. Hollywood has front lines and do it. We’re not contribution the film might be People question the ethics of not wanted to produce a film that quite at studio level yet, but boy, making to the spread of the Hollywood in its marketing captures the evangelical Christian we’re coming like a freight gospel? Would there be two or approaches with R-rated films, views on “eternal truth” in ways train.”67 And again, “If we are three sound bites to drop in but Cloud Ten was not immune that evangelical Christians find going to compete with the most conversations? Would there be from ethical issues. The issue of acceptable. If capturing eternal powerful institution in our world one or two poignant moments in exploiting the mission of well- truth is the most important criteria today, then we have to compete the film that would linger in the meaning believers to promote a for success in a project like this, with the best of the best to be the imagination, captivating product offered by a for-profit why did LaLonde spend so much best among them.”68 LaLonde’s conversations the next morning organization has its ethical side. energy defending his desire to apparent desire as voiced here while people shoveled February Certainly the cynical skeptics in upgrade the quality of the was that Christian film studios snow with the neighbors? the Left Behind audience would production on a par with what should completely immerse Would the skeptic who attended complain about this if they knew Hollywood can produce? themselves in the world of film out of personal goodwill with an all the financial arrangements. Why would so much energy be in order to first gain credibility evangelical friend or neighbor Certainly they would feel cheated placed on the top goal of being and thereby be heard. It is only have anything to say when he by an entertainment experience No. 1 at the box office? LaLonde by coming close to the culture drove home? Personal reflection that did not measure up to a was very clear on this point: his and then excelling in terms on one’s position in the Kingdom blockbuster’s standards. first priority was to attempt to credible to the audience that we of God is often a private matter. LaLonde stated that “the big make a good movie, and the are able to gain a listening ear. Cloud Ten’s strategy was bound studios can do the effects, they second priority was to achieve Many conservative Christian to have some success in getting can do the explosions, they can box office breakthrough success theology pundits will disagree an audience out once. Whether or do all the marketing and the into the arena where Hollywood with LaLonde on this point out of not a buzz would take hold was publicity. But to capture eternal studios usually roam at will.66 fear of defiling the purity of the quite another matter. Depending truth on film, I think that’s Lesser priorities must have eternal truth. It seems to me that 184 JBIB Fall 2001 Case Study 185 though Cloud Ten’s attempt was were limited releases while Canada—short of the 2,500 of target cities suggests a less than perfect, their work was Valentine and Head Over Heels theaters goal that LaLonde different approach was taken, i.e., an Incarnation-like ministry. were national releases just like pronounced when the film showing the film in cities where Left Behind. was under production. the film was welcomed by a local III. Results By November 6, 54 percent of congregation eager to promote the When reviewing the results Theater Sponsorships the targeted theaters had received rapture story or in independent of the marketing efforts for Left Between October 31, 2000 sponsors. theaters not under the influence of Behind, it is important to consider and March 4, 2001, the author By late January 2001, 874 the large film distributors. the context in which the movie monitored the Impact sponsorships had been arranged. Twenty-nine percent of the entered the market. On its debut Entertainment Web site that listed In spite of this, Impact total sponsored theaters signed up weekend, the movie competed for the sponsored theaters by city and Entertainment ended up showing during the last month. These late attention with several films that state. This information he the film on just 670 screens arrivals came from among the had opened in the previous few analyzed on a spreadsheet. opening weekend. Christians in strongest states. weeks, including: The Wedding Also, the author monitored the approximately 200 cities were Impact Entertainment Planner, Save the Last Dance, weekly reported box office disappointed when some exceeded its vision significantly Cast Away, Traffic, Sugar & revenue figures as published on sponsored theaters had “holdover in the following states: Spice, Crouching Tiger—Hidden the Yahoo! Movies Web site films” that they selected in place Florida, Ohio, New York, Dragon, Snatch, Finding between January 26, 2001 and of Left Behind. After calculating Virginia, Indiana, Massachusetts, Forrester, and What Women Want. March 4, 2001. These figures are the expected revenue from the Kentucky, South Carolina, Among these, Cast Away, probably not complete since some holdover film and comparing it New Jersey, and Washington. The Wedding Planner, and theaters do not report gross sales. with the expected revenue from Eighty percent of the Crouching Even so, since Left Behind, these theaters opted sponsored theaters on opening Tiger—Hidden ... Impact Entertainment all movies for a holdover product that was weekend were located in 22 Dragon had ended up showing the film playing still producing a positive revenue states. Chart 9 (next page) depicts received major on just 670 screens opening during this stream.69 the top sponsored states. Fifty attention and competitive percent of the sponsored theaters advertising weekend. time period Geographical Distribution of are located in the top nine states. budgets. were Sponsorships Every state in the U.S. had at In addition to these films that considered in the review, any Twenty-two states represent least one screen sponsored by the were already on the market underreporting for Left Behind 80 percent of the vision for time the debut weekend came. February 2, Left Behind joined would probably be matched at sponsored theaters, with Texas, More than 750 cities were with other new films that received least to some degree by California, Illinois, Michigan, reached, with one tenth of these attention, including Valentine, underreporting for other movies. Ohio, New York, Florida, having multiple screens Head Over Heels, Amy, Fever, By the time October 31, 2000 Pennsylvania, and Georgia sponsored. In the Mood For Love, rolled around, Impact comprising the top ten. LaLonde The Invisible Circus, Nico & Entertainment had published talked about his desire to screen Reviews Dani, and The Million Dollar their vision of sponsoring almost the film in every major U.S. city, Cloud Ten received generally Hotel. The last six of these films 900 screens across the U.S. and but the Impact Entertainment list positive reviews from supportive 186 JBIB Fall 2001 Case Study 187 believers. Positive opinion leader No. 1 at the box office, did they support came from many really think they could get there Christian celebrities, including without the support of the major Billy Graham, Jack Van Impe film critics? Ministries, Focus on the Family, and Promise Keepers. Publicity Reviews among the secular The publicity department critics were mixed but tended to successfully placed actor Kirk give the film low ratings for its Cameron on several talk shows entertainment value. For example, in the weeks preceding the debut the New York Times and TV Guide of the theatrical screening. were less than flattering as were He appeared on Pure Oxygen, reviewers at the Associated Press, Rosie O’Donnell, Celebrity Mr. Showbiz, and film.com. Spotlight, Fox News, and Melissa Richter explained in an several local morning shows, interview with the author that including Good Morning Texas. Cloud Ten Pictures did not He appeared on local CBS, ABC, attempt to obtain reviews from and NBC affiliates, Good Day the major film critics “because Atlanta, CNN Showbiz, Moneyline, they wouldn’t understand the and was featured on CNN News.71 biblical premise.”70 I doubt that these film critics will agree with The Box Office her assertion. Some might even The week following its be offended, since it places them debut, Cloud Ten Pictures’ in a less-than-credible position of publicity department moved not being able to understand a quickly to interpret the results. film’s premise. Left Behind is In their news release of not the only film that has been February 8, they stated that the produced the last few years release of Left Behind “proved to dealing with an end-of-the-world be a ‘minor miracle,’ranking as premise. The critics didn’t miss the number one independent the premise of the other films. release for the weekend according Sidestepping the critics just to AC Nielson’s EDI.”72 because they might not They were quick to point out understand the premise suggests that the selected weekend proved that Cloud Ten expected a less- to be more competitive than than-favorable response from expected: “With a solid box critics. If Cloud Ten wanted to be office, up 42 percent over the 188 JBIB Fall 2001 Case Study 189 same week last year, other top total of about $5 million in box than for other films that debuted retail price of $29.95 and grossing, held-over releases office receipts.74 at or near the same time. continue to rise. In January it was such as What Women Want and During the succeeding weeks It is difficult to explain the awarded Best Selling Title of the Snatch left limited screen after its debut, Left Behind slipped fact that The Omega Code Year from an Independent Studio availability.”73 from 17th to 22nd, 37th, 44th, grossed around $12 million but and Sell-through Title of the Year In the debut weekend of and climbed back up to 38th the opened in less than half the by an Independent Studio at the February 2-4, 2001, Left Behind weekend of March 2-4. Such a theaters that Left Behind opened VSDA Home Entertainment ranked 17th. It ranked third drop in ranking is expected for in. Was it the media support Awards in Las Vegas.”76 among its debut cohort group that all but the few blockbuster films. afforded it by the Trinity Cloud Ten’s core competency entered the market at the same Even so, Chart 10 depicts the Broadcasting Network? shows its true colors in these time. By March 2, 2001, the box change in revenue between the results. Video sales of Left Behind office receipts for Left Behind had debut week and the second Video Sales will easily be ten times more than topped $4 million. Based on the weekend. Left Behind had the Left Behind was the number the sales of any of their earlier results through the month of steepest drop in revenue, one video release in America in videos. While Cloud Ten February, Cloud Ten Pictures indicating that public interest in its week of release in October. attributes the box office success expected to generate a cumulative the movie declined faster for it As of February 2, 2001, Cloud to a “minor miracle,” one Ten had placed about 100,000 wonders whether the strong copies of The Making of Left emphasis on the video sales prior Chart 1075 Behind. This far outpaced the to the theatrical release did, in Box Office Revenues original goal of 15,000 copies. fact, cannibalize ticket sales. Opening Second % The first wave of videos and Week Week Change DVDs sold between November Strained Relationships Film Rev. Rev. in Rev. 2000 and February 2001 resulted Dealing in the Hollywood Debut Week of Jan. 26 in the sale of 1,500,000 units, arena sometimes comes with The Wedding Planner 13,510,293 10,605,542 -21.5% about what had been expected. a different kind of price. Sugar & Spice 5,891,176 3,621,274 -38.5% Immediately after the debut The success of video sales in Faithless 29,462 27,425 -6.9% weekend, Cloud Ten had orders the secular market sparked The Legend of Rita 9,318 9,174 -1.5% for an additional 1,500,000 units. channel conflict between the In its press release to the secular CBA retailers and Cloud Ten Debut Weekend of Feb. 2-4 market, Cloud Ten proudly Pictures. Disgruntled retailers Valentine 10,024,648 3,826,454 -61.8% announced on February 8, 2001: watched the results of price- Head Over Heels 4,804,595 2,611,120 -45.7% “Launched on video October conscious WalMart customers Left Behind: The Movie 2,158,780 717,509 -66.8% 31st, Left Behind catapulted to purchasing the video for $17.88 In the Mood for Love 113,280 103,722 -8.4% No. 1 overall as reported by when they were trying to sell The Hollywood Reporter, beating it for full retail value. Debut Weekend of Feb. 9-11 out heavyweights Toy Story 2 and Some retailers claimed that some Hannibal 58,003,121 33,501,505 -42.2% The Green Mile. Sales tipped over discount retailers were selling the Saving Silverman 7,411,852 4,812,228 -35.1% 2.5 million units at a suggested video retail for less than the 190 JBIB Fall 2001 Case Study 191 independent Christian booksellers Michael E. Cafferky 10Charts 1 through 5 from John Durie, Annika 29Robin Parrish, Interview with Peter could buy it wholesale. Citing a Chief Financial Officer/ Pham, and Neil Watson, Marketing and selling LaLonde, published on the e-zine letter that LaLonde published in Chief Operating Officer your film around the world, (Los Angeles, CA: www.Christianmusic.about.com, October 5, Silman-James Press, 2000). 2000. the December 2000 issue of CBA Quincy Valley Medical Center, 11Cumulative gross of top 15 films by 30Peter Miller, Movie box office reports— Marketplace, one retailer stated Quincy, WA weekend, www.boxofficeguru.com, movie studio market share for 1999, November 2000; analyzed by the author. www.movieboxoffice.about.com, that LaLonde’s response to CBA 2052 Gemstone St. 12Average gross of top 15 films 1990-2000, March 8, 2001. retailers’ outcries was “too little, Walla Walla, WA 99362-8206 www.boxofficeguru.com, November 2000; 31Peter Marmon, Cloud Ten Pictures too late.”77 The Cloud Ten press 509-787-3531 analyzed by the author. marketing plan for Left Behind, 13Tiiu Lukk, Movie marketing: Opening the www.cloudtenpictures.com, February 2001. release told how LaLonde would [email protected] picture and giving it legs, (Los Angeles, CA: 32Berta Delgado, What’s ahead for Left deal with this: “Even with this [email protected] Silman-James Press, 1997). Behind? Dallas Morning News, October 28, 14Margaret Feinberg, Left Behind goes 2000. success, we also faced the Hollywood, Ministries Today, 33After the initial statements, LaLonde resized challenges that come with it. ENDNOTES September/October 2000. his goal. However, Cloud Ten Sales Manager 15Peter Marmon, Cloud Ten Pictures Byron Jones asserted that they might even We made a promise to Christian iFor improved readability of Part I of the case marketing plan for Left Behind, distribute to 6,000 screens (see the article Left retailers that as soon as we got study, certain details and events not relevant to cloudtenpictures.com, February 2001. Behind by Randall Murphree, published on the 16 past the theatrical release we the case have been altered or supplied when Jeff Jensen and Gillian Flynn, Christian e-zine www.freerepublic.com, June 26, 2000). not known. Some attributions of thoughts, entertainment: Part II, Entertainment Weekly, As late as October 28, 2000, LaLonde told the would begin to work with them words, and actions have been made to December 10, 1999. Dallas Morning News that his goal was to 17 individuals in this case. While the details Ibid. open on 2,500 screens, while at the same time to find ways to keep them 18 relevant to the case are believed to be factual, Gillian Flynn, Deliverance, Entertainment Impact Entertainment was stating that the competitive with the discount some of these other details, events, and Weekly, September 22, 2000. “vision” was to open in about 900 screens 19 retailers.”78 attributions have not been confirmed as Tiiu Lukk, Movie marketing: Opening the nationwide. See also Berta Delgado’s article, accurate. picture and giving it legs, (Los Angeles, CA: “What’s ahead for Left Behind?” Dallas Relationships have been 1The prophets Ezekiel, Daniel, and John the Silman-James Press, 1997). Morning News, October 28, 2000. 20 34 strained between Cloud Ten Revelator are examples of ancient prophets Ibid. See also John Durie, Annika Pham, and Josh Chetwynd and Andy Seller, Conan that used apocalyptic stories to challenge their Neil Watson, Marketing and selling your film could roll with rock, USA Today, May 12, Pictures, Namesake own generation. around the world, (Los Angeles, CA: Silman- 2000. 35 2Cloud Ten Pictures, Company profile on James Press, 2000). Ibid. Entertainment, and the authors of 21 36 www.cloudtenpictures.com, March 4, 2001. Danny M. Boyd, Associated Press article on Peter Marmon, Cloud Ten Pictures the book series. The authors filed 3Randall Murphree, Film producers engaging Left Behind, January 31, 2001. marketing plan for Left Behind, 22 culture for Christ, American Family Ibid. www.cloudtenpictures.com, February 2001. suit, claiming that Cloud Ten 23 37 Association Journal, October 2000. Jeff Jensen and Gillian Flynn, Christian Michael Smith, Left Behind law suit in the Pictures did not fulfill its 4Jeff Jensen and Gillian Flynn, Christian entertainment: Part II, Entertainment Weekly, e-zine news.crosswalk.com, February 2001. 38 promises regarding the theatrical entertainment, Entertainment Weekly, December 10, 1999. Peter T. Chattaway, Christian filmmakers 24George M. Thomas, More movies take a jump on end-times bandwagon, Christianity release date and the size of the December 10, 1999. 5Randall Murphree, Article on Left Behind look at spirituality, Akron Beacon Journal, Today, October 25, 1999. 39 production budget.79 published on www.freerepublic.com, June 26, Akron, Ohio, January 19, 2001. Ibid. 25 40 2000. Peter T. Chattaway, Christian filmmakers Ibid. Although Cloud Ten Pictures 41 6Jeff Jensen and Gillian Flynn, Christian jump on end-times bandwagon, Christianity Gillian Flynn, Deliverance, Entertainment did not achieve every specific entertainment: Part II, Entertainment Weekly, Today, October 25, 1999. Weekly, September 22, 2000. 26 42 goal it set for Left Behind: December 10, 1999. Jeff Jensen and Gillian Flynn, Christian Josh Chetwynd and Andy Seller, Conan 7Danny M. Boyd, Associated Press article on entertainment: Part II, Entertainment Weekly, could roll with rock, USA Today, May 12, The Movie, their project is being Left Behind, January 31, 2001. December 10, 1999. 2000. 27 43 hailed as a success by many 8Jeff Jensen and Gillian Flynn, Christian Berta Delgado, What’s ahead for Left Tiiu Lukk, Movie marketing: Opening the entertainment: Part II, Entertainment Weekly, Behind? Dallas Morning News, October 28, picture and giving it legs, (Los Angeles: inside and outside their industry. December 10, 1999. 2000. Silman-James Press, 1997). 28 44 9John Durie, Annika Pham, and Neil Watson, Peter T. Chattaway, Christian filmmakers Robin Parrish, Interview with Peter Marketing and selling your film around the jump on end-times bandwagon, Christianity LaLonde, published on the e-zine world, (Los Angeles, CA: Silman-James Press, Today, October 25, 1999. www.Christianmusic.about.com, October 5, 2000). 2000. 192 JBIB Fall 2001 Case Study 193 45Ibid. 74Peter Marmon, Cloud Ten Pictures, Best Practices 46Ibid. Telephone interview with the author, Toronto, 47Melissa Richter, Cloud Ten Pictures, Ontario, Canada, March 2, 2001. Telephone interview with the author, Toronto, 75Data for Chart 10 taken from Yahoo! Movies Ontario, Canada, March 2, 2001. Web site for the time period indicated in the A Forum for Discussing Creative Ways 48Matthew 5:13, 14. chart. Data analyzed by the author. 49Philippians 2:15. 76Melissa Richter, Cloud Ten Pictures, Left to Achieve Biblical Integration 50Matthew 5:13. Behind gets down to the business of winning 51I Corinthians 10:31. souls, Press release for secular market, Into Business Classes and Programs 52Ecclesiastes 9:10. Toronto, Ontario, Canada, February 8, 2001. 53Colossians 3:23. 77Bob Painter, Letter to the editor in “Open 54See John 17:15: “I do not pray that thou Forum” section of “CBA Voice of the shouldst take them out of the world, but that Industry” on the online version of CBA thou shouldst keep them from the evil one.” Marketplace, March 2001. This section of the JBIB is dedicated to discussions of “best practices” John 17:18: “... so I have also sent them into 78Melissa Richter, Cloud Ten Pictures, Left used by individuals and institutions committed to biblical integration in the world.” Romans 12:2: “And be not Behind gets down to the business of winning conformed to this world ...” Titus 2:12: souls, Press release for secular market, business. The articles are descriptive in nature and focus on efforts “... live soberly, righteously, and godly in this Toronto, Ontario, Canada, February 8, 2001. ranging from one-on-one counseling to program-wide efforts to connect present world ...”. 79Berta Delgado, What’s ahead for Left 55Dietrich Bonhoeffer, Ethics, (New York, NY: Behind? Dallas Morning News, October 28, business students with biblical truth related to their personal and Simon & Schuster, 1995). 2000. See also Michael Smith, Left Behind law professional lives. This issue contains the following reports: 56Ray Anderson, Historical transcendence and suit, in the e-zine news.crosswalk.com, the reality of God, (Grand Rapids, MI: February 2001. Wm. B. Eerdmans, 1975). • From Brad Stamm, Cornerstone University: 57John 8:23. 58Psalms 91:1, 2. “Economic Applications to the Bible” or 59Romans 11:33. “Dad, My Bible has some Economics in It” 60Hebrews 4:14-16. 61John 1:1, 14; see also Philippians 2:1-11. 62John 16:13. • From William Fowler and John D. Neill, Abilene Christian University: 63Romans 8:26, 27. “The ‘Senior Blessing’ at Abilene Christian University’s 64II Corinthians 5:20; see also I Peter 2:9. 65Randall Murphree, Film producers engaging College of Business Administration” culture for Christ, American Family Association Journal, October 2000. 66Robin Parrish, Interview with Peter • From Eric Elder, Northwestern College: LaLonde, published on the e-zine “Integrating Economics and Christianity.” www.Christianmusic.about.com, October 5, 2000. 67Berta Delgado, What’s ahead for Left Behind? Dallas Morning News, October 28, 2000. 68Margaret Feinberg, Left Behind goes Hollywood, Ministries Today, September/October 2000. 69Melissa Richter, Cloud Ten Pictures, Telephone interview with the author, Toronto, Ontario, Canada, March 2, 2001. 70Ibid. 71Ibid. 72Melissa Richter, Cloud Ten Pictures, Left Behind gets down to the business of winning souls, Press release for Christian market, Toronto, Ontario, Canada, February 8, 2001. 73Ibid.

194 JBIB Fall 2001 Best Practices 195