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Fox Bows FoxFaith Home Entertainment Label

20 Sep, 2006 By: Erik Gruenwedel

20th Century Fox Home Entertainment Sept. 20 announced its FoxFaith home entertainment label, which is slated to bow at least six original Christian-themed titles annually beginning Oct. 6 with the theatrical release of Love's Abiding Joy.

The film was directed by Michael Landon Jr., son of the late TV star Michael Landon.

The titles would be supported by separate $5 million marketing campaigns and target the studio's successful association with more than 1,100 Christian Bookseller's Association (CBA) retail stores. Fox has created a database of more than 14 million Christian households, including 90,000 congregations that receive quarterly updates on pending releases.

Fox has been eyeing the lucrative faith-based market for several years, but it took the August 2004 DVD release of Mel Gibson's The Passion of the Christ to really drive home “that we were on the right track,” said SVP of marketing communications Steve Feldstein.

“Now we have many of our family titles in there, like The Sound of Music, Because of Winn-Dixie and Cheaper by the Dozen 2,” 20th Century Fox Home Entertainment president Mike Dunn told The Hollywood Reporter in August. Dunn said DVD sales at Christian bookstores this year would likely top $200 million.

Fox Home Entertainment in 2005 launched a Web site (Foxhome.com/foxfaith/) highlighting religious and family-themed movies — including those approved by The Dove Foundation, which gauges levels of sex, language, violence, drugs, nudity and occultism in a film.

“We're in the business of entertainment, not proselytizing,” said Jeff Yordy, VP of marketing for FoxFaith. “We simply recognized that there was a hugely underserved audience and seized the opportunity to provide them with high-quality entertainment that reflects their values.”

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