Hmm. So the latest big budget Christian movie, New Line Cinema's The Nativity, has failed to set the box office on fire, grossing less than $8 million on opening weekend and just under $16 million after 10 days. If this were a low budget limited release like Facing the Giants or Omega Code, of course, these numbers would be terrific. But this was a major release from a major studio with a $35 million production budget and probably near that much again for marketing. The Nativity's per theater average was a weak $2,400. For comparison, Jonah – A VeggieTales Movie had an opening weekend per theater average of $6,500. A typical Pixar film will open north of $10,000 per screen.
Initially, New Line execs blamed the disappointing open on the big snow storm that hit "the heartland," their target market for the film. But there wasn't a storm this last weekend, and business for The Nativity dropped by 27% from opening weekend. Normally a 27% drop is pretty healthy, but not when your opening weekend was so weak and when, as a Christmas movie, you only have three more weeks to make money before no one wants to see Christmas movies any more.
So what does it mean for Christian movies? Is the 'gig up'? Why didn't The Nativity perform more like That Passion? I mean, this is the other great "Jesus story," right?
I don't think the performance of The Nativity is necessarily bad news for Christian filmmakers, but I do think there are some lessons to be learned. First, to the average moviegoer, hearing the phrase "Mel Gibson is making a movie about the death of Jesus" is much more intriguing than the phrase "New Line Cinema is making a movie about the birth of Jesus." Why? First of all, because Mel Gibson is an artist that we all really appreciate. (Maybe a little less since his drunken rant, but you get my point.) The year Mel announced The Passion, he had just been voted America's Favorite Movie Actor by the America's Choice Awards. The intrigue of hearing he was making a movie about Jesus was off the charts. New Line Cinema, on the other hand, has never been voted America's Sexiest Man or America's Most Favorite Actor. New Line Cinema isn't an 'artist', so no one was particularly intrigued by the notion of this particular entity creating this particular film. On top of that, the subject of Jesus' birth in the stable has been seen so many times on TV and in front yards across America, and typically in a light that paints it as a smiley and trouble-free affair, that not a whole lot of Americans, in my estimation, would immediately conclude this story would make a fine night out at the movies. "Yeah, yeah – they ride the donkey, the inn is full, they have a baby, everyone glows. End of story."
I would suggest this particular film never had much of a chance due to two factors: First, it had no well-liked artist behind it whose involvement would create high expectations or intrigue, and, second, it told a story that we've seen told a million times in the corniest of animated specials and low-budget Christmas dramas. No intrigue about the artistic vision, combined with no intrigue about the subject matter, leaves a movie with very little to stand on except, "Hey Christians! Please come see our movie about your savior! We made it just for you!" And that pitch, as Hollywood is about to learn, will only get you so far.
Christian filmmakers need to have legitimate artistic visions for their work, and need to choose or create material with inherent intrigue for a sizeable audience. If you have great ideas and great vision for bringing them to life, you will, over time, earn an audience for your work. But the "Hey Christians, we made another movie just for you guys!" pitch isn't going to work. Sure, a few Christians will show up out of a sense of obligation, but the bulk of that now coveted Passion of the Christ audience will be in the next theater over, watching Pirates of the Carribean 2. Why? Because it's fun. And that, at the end of the day, is why America goes to the movies. Even the Christians.
Excellent points! I hadn’t thought of it this way before, but it’s true. Ever since my girls could talk, they’ve been able to tell the basics of the Christmas story.
I linked to you at my site (Domestic Vocation), by the way. Thanks!
Your blog brings up some interesting points. I think you are right, many people did not go see The Nativity because they have seen the story of the birth of Jesus a million different ways. I do believe it goes beyond that though into just simple bad marketing. I’m in full time ministry and I had never even heard of the movie until only a couple months ago. Passion had Mel Gibson. Omega Code had hours and hours of airtime on TBN with all the “big TBN” preachers buying out theaters. Even Facing the Giants had the grapevine of the huge amount of Baptist churches in America. I don’t think New Line did squat to get word out about this movie to Christians. The way I found out about The Nativity was by seeing the preview when at another movie. Which is a bad way to let Christians know about a movie, because obviously, the success of the other aforementioned Christian films is in part due to a large amount of Christians who won’t even go to the theatre to see other movies.
Bottom line is, New Line messed up. Our church never got anything in the mail about it. From what I understand, they didn’t promote at the big Christian music festivals last summer. An ad in Charisma or CCM isn’t going to go far as those magazines are experiencing a slow death anyway.
It’s sad really, because I thought the film was rather good. It made me think about many things that even as a PK (preacher’s kid) I had never considered before. I really thought it had a legitimate artistic vision. I think it just got lost in very poor marketing.
I think another reason that the movie isn’t doing too well, is that we (the target audience, age-wise) is just too busy during the month of December! The kids and teens are keeping the box office busy enough. But those of us with younger kids, we have just so many things to accomplish BEFORE we give ourselves permission to go out to a show. I want to see the movie, I really do. But I still have a bazillion things to do before next weekend. A good site to check out is Dave Goetz’ Death by Suburb. It is a really funny, truthful look at how commercialism has totally taken over this beautiful season, that should be a time of reflection and preparation for the Savior’s birth. Hmmmm…maybe I need to reflect more on that, myself!! 🙂
Here’s another possibility for why Christians aren’t going to see it. I was very excited about it until I heard that the girl that played Mary announced that she was pregnant at the age of 16 with her 19 year old boyfriend. I lost a lot of my excitement for the movie when I heard that, and I’m sure I’m not the only one. I do still intend to see it at some point, but originally I HAD planned on seeing it opening weekend (despite the snowstorm). So, my loss of enthusiasm kept me from supporting it.
I very much agree with both Lisa and Tony…. the Christmas season is extremely busy (if we catch the movie in the theaters, it will be while the kids are on Christmas break), and the pre-release publicity was nonexistent. I’m another one that found out about the movie in a preview while seeing another movie (a freebie, no less…. my son’s orthodontist rented the theater for all his patients to see Santa Clause 3 as a thank you….)
I liked your point, Phil — the “Hey, Christians, we made a movie for you” isn’t always going to work, especially if they don’t bother taking the time to say “Hey, Christians…..”
Good points, there hasn’t been much marketing in the UK either, though the BBC has had I think one thing on it, but not much others, and who else would want to go and see it apart from the Christians who know the story? I know people that don’t want to see it because they are not Christians. I agree with Tony that the film made me think about other things I hadn’t considered before, and I thought it was a good film, however I was invited to a preview screening, so unless I managed to get some people to go then I probably wont go again.
You make some very good points, Mr. Vischer 🙂
Heh, one of your last sentences is funny. Why? Let’s abbreviate it:
“but the bulk of that now coveted POTC audience will be in the next theater over, watching POTC2.”
Made me laugh. But your evaluation is spot on with what I’ve been thinking, and why I’m not racing out to see the film. Christian movies are, most of the time, dull, corny affairs, because they aim to be Christian movies, which just plain doesn’t work. The story of the Nativity is a fantastic one, but unless you’re going to tell it on a truly epic scale that makes people want to see it, it’s not worth it. Appropriate it or something like that…
Big Huge Question of the Day:
WHERE did the Jellyfish News swim off to? 🙁 I’m very much saddened by its invisibility.
Wow!!! Thanks for pinpointing that one. I must be honest. I have seen neither the Passion of the Christ, or the Nativity. I did, however, see Narnia, because it was entertaining. We all still laugh about Mr/Mrs Beaver’s conversations.
We do not have much excess income, so a movie must hit all the factors in order for us to invest in it.
I wanted to want to see it, probably because of the aforementioned feeling of obligation. However the bottom line is I just didn’t want to. It did not appeal to me. I also think that the Passion movie was not only marketed well but for me it was Mel’s personal drive to tell this story that made it compeling. Just like with us everyone says that they are a christian but there is a big difference between that and someone sharing their testimony. Putting themselves out there and saying this is important. A person such as Mel is good at that a company is not.
You are quite correct. “The Nativity” is nice and Christians love to be able to go to a Christian movie for a change, but how can it compete with Pirates?
I didn’ t hear about it until our preacher mentioned it.
It’s a pity The Nativity didn’t do well. New Line will get the idea they should throw away Christian films altogether.
I think your article is good. Have you seen The Nativity Story in theaters? I have not yet – but I intend to go. I’m not sure that The Nativity Story will be a failure. From the previews it looks like it has an authentic vision with a unique take on the “same old” story. I think there are several reasons why people haven’t gone in droves:
(1) Lack of hype.
(2) Christmas season is a busy season for this films primary audience.
(3) It’s not a “must see opening night” film.
(4) Lack of controversy.
However, on the positive side. I must say:
(1) Everyone who has seen it has said positive things (that I’ve heard) and I think this will great a late groundswell of enthusiasm for the movie.
(2) As things settle down more people will go to see the movie.
(3) I intend to go see the movie sometime soon.
Also, would you consider checking out my site? Its about Christian Films. I’m still working on it heavily, but I love just following the interconnections between companies, films, and actors and decided to place my research online.
One of the things I’ve noticed recently is a trend for movies that don’t do well in theaters to later do really well later on DVD, for a number of reasons. The big one, of course, is that for half the price of taking the family to the theater, I can wait and buy the DVD. Also, the time between the theater release and DVD release just seems to get shorter. And of course, with wide screen TVs and surround sound home theater systems coming down in price, the “experience” of going to see a movie in the theater becomes less compelling. That’s not to say “The Nativity will do well on DVD or not, but a bad box office nowadays does not necessarily mean the film’s a failure anymore.
On a tangent, another couple films with Christian values (and also marketed to Christians) did well this last weekend – “The Pursuit of Happyness” brought in $27M. And Walden Media’s “Charlotte’s Web” came in with a respectable $12M.
As a correction, The Pursuit of Happyness is not “Christian values”. Please! Read the following reasons:
Alcohol/Drugs: Small amount of social drinking.
Language/Profanity: Some profanity scattered throughout the movie. Most notably, the “F” word scrawled in graffiti on the sign for Christopher’s day care. Christopher later repeats the word asking his dad if it’s spelled right. Chris tells his son yes, but that’s a bad word and he shouldn’t use it.
Sex/Nudity: In one scene Chris and Linda are getting ready for work in the bathroom. Both are in their underwear.
Violence: Chris has several near violent arguments throughout the film. During one with Linda, she hits him a bit. During another he almost gets into a fight with another homeless guy in front of his son.
Worldview: Chris lies to coworkers and colleagues several times (sometimes in front of his son) to hide his destitute condition. He skips out on paying a cab driver when a businessman leaves him with the bill and he has no cash. Mom Linda leaves the family in San Francisco for a job in New York when times get tough for them. Chris is jailed (overnight until his check clears) for unpaid parking tickets.
I think the above clearly is not Christian Values.
What will it take to find you people a new hobby-horse? As if Mel Gibson’s retrograde idiocy in The Passion of The Christ wasn’t bad enough, now you all have your magnifying glasses out looking for “Christian values” (whatever they are) and “Christian” films. Most of you don’t live the values you profess to believe in. The values you want to claim as Christian came, for the most part, from Judaism and are, in fact, the same values held by Hindus, Buddhists, Shintos, Taoists, Jews, and true Muslims. Can we finally bury this dead horse?
What will it take to find you people a new hobby-horse? As if Mel Gibson’s retrograde idiocy in The Passion of The Christ wasn’t bad enough, now you all have your magnifying glasses out looking for “Christian values” (whatever they are) and “Christian” films. Most of you don’t live the values you profess to believe in. The values you want to claim as Christian came, for the most part, from Judaism and are, in fact, the same values held by Hindus, Buddhists, Shintos, Taoists, Jews, and true Muslims. Can we finally bury this dead horse?
I mostly agree with you, Phil. The Passion was an amazing piece of art, but the main reason for its success was Mel Gibson’s name.
I wasn’t expecting much when I went to see Nativity. But, it turned out okay. At least, it could have been a lot worse, that’s for sure. I liked their approach to the story, even if the execution of it wasn’t great.
I also think New Line relied too much on church support. But, even many Christians had not heard about the film when it released.
Phil, I would LOVE to get your thoughts on Walden Media, the company behind the Narnia film and other family films. 🙂
I think that The Passion had more hype and more behind it, in the way of promotion, speaking from a business perspective…….I didn’t see the Nativity, but the book written from the screenplay, reads really well and fleshes out the details of Joseph and Mary, Elizabeth and Herod…………as well as color in the scenery and the drama surrounding each person. It’s a treatment just like the Passion of the Christ was……..and done really close to being culturally accurate as well as staying close to all Biblical accounts.
Hi Michael,
First off, we love you, if not for your offbeat opinions, then it’s just to humble us and make us realize a very important fact: Trying to live a Christian life isn’t easy…trying to be a good Christian isn’t simple, no, my good man, it’s downright impossible and very very difficult…..without God guiding you.
The majority of us do strive to live according to the example set forth by Jesus……but we’re human, we’re fallble, we fail, each and everyday we fail………………yet, out of it all, we bring it before God and He makes it all anew again, each and everyday.
He loves us………………….He loved us so much He sent His Son to die for us, to save us from our sins. The wages of sin is death, ultimate separation from God and everlasting Heaven………….therein lies God’s grace and mercy. Read Mark 12:29-31
That’s the core of our Christian values. God bless you~
I agree with DRC…I think Nativity will make it’s $$$ on DVD sales…that’s the whole point behind those lousy “direct to video” releases that Disney makes (c’mon…Cinderella Part 3″!?!). Every family in “the heartland” will be able to pick it up at Target for 10 bucks no matter if it’s storming outside or not.
If you haven’t seen it…it’s awesome. I wasn’t sure if I was even going to go, but when the San Francisco Chronicle (that’s right…a newspaper from the bluest city in the bluest state) raved about it, and described the character of Joseph as “a true hero” I was hooked.
Easily in my top 3 movies of last year (with “An Inconvenient Truth” and “Children of Men”) but of the three…the only one I feel any need to see again. Sign me up for the DVD!
I wanted to see “The Navity” just because I thought it would be a “real” look at it instead of the front lawn or church presentation. I was FLOORED by how I was pulled into the story – and I felt like I was there. I was very disappointed by the remark by one of the wisemen that Jesus is “God made flesh”. The bible does not say that, it says Jesus is the “Word made flesh”. Also, the wisemen come when Jesus was an older toddler. But all in all, it was a great movie. Why wouldn’t believers want to see it? Maybe God’s word is not as important to them. By the way, I HATED Prirates of the C. and will not be seeing the next one – too much violence.
We are grandparents of 8, so are VeggieTale fans from way back. Of course we were curious as to what happened to the coompany, Big Idea. Thank you so much for your book explaining it. There is so much in it to learn from and you have been so open about it all. We also appreciate what you wrote about how your parents divorce affected you as a child, since we are dealing with that in our family. It is so heartening to read about how God has taken a disaster and turned it into good just as He promised in Romans 8:28. May God continually bless you and Lisa. Thank you so much for sharing your lives with us. We plan to purchase other copies of your book to send to people as gifts.
Hey Phil-
Very interesting comments about Tthe Nativity. My husband and I were scratching our heads as well. I think there is a very appropriate place right now for the Nativity. I am an art teacher for a Catholic school. Traditionally art teachers are not very conservative; however, I objected to my daughter viewing the movie the Passion in school due to excessive violence at an inappropriate age. We suggested showing the movie The Nativity to middle school children. Save The Passion for high school; show the Nativity in middle school.
I am very surprised that nobody has commented on the Biblical inaccuracies in this movie. Maybe no one has actually read the Biblical account. That would certainly account for it. BTW Phil you guys do a great job at Big Idea. Don´t compromise truth for artistic flare.
Rob, there are biblical inaccuracies in “The Prince of Egypt,” too, but everybody’s okay with it because they admit that it’s artistic license. Incidentally, is there any version of the book of Exodus that shows Moses plotting to kill the Egyptian guard?
Okay, I haven’t seen “Nativity Story,” so I can’t say what inaccuracies are there, and whether they’re relevant to “truth” or not. Just because something is inaccurate doesn’t mean the message is compromised.