Seeing an underserved, and seemingly willing audience, Fox has quietly building their new FoxFaith label to serve what they see as a potential strong growth area.
The release of the film by Mel Gibson, "The Passion of the Christ," revealed the potential that is in this demographic.
Fox actually had a chance to distribute "Passion" but they decided not to. They did get in on the DVD side of it though.
Jeff Yordy, vice president of marketing for FoxFaith, says, "We're in the business of entertainment, not proselytizing. 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."
They have four films planned for release in 2007, "Thr3e" on Jan. 5, "The Last Sin Eater" on Feb. 16, "Mama I Want to Sing" on March 16 and "House" on April 20. With this time of year being the typical slow movie season, they evidently see this as a chance to boost their slow season to more potentially strong, committed viewers.
The new division has already released DVD product to Christian retail outlets, including "Mother Teresa," "The End of the Spear" and "Woman Thou Art Loosed."
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