The motion picture industry understands how to time the release of a feature film. Studios block out release dates years in advance to make sure their blockbusters have little competition. Even independent films attempt to release during down screen times to minimize the competition. But there seems to be a group of filmmakers that are more concerned about the actual dates than the competition.
Faith-based filmmakers compete for release dates around Easter, convinced their audiences want to see a religious picture during the highly celebrated season. While that might be the case, past surveys consistently reflected that those who enjoy the faith-based genre are only willing to see 1.5 movies in a given month.
That means the first faith-based film released, with some level of fanfare during the Easter season, will take the audience out of the equation for other faith-based films. This year I Can Only Imagine released first and drew in $80MM, Paul, Apostle of Christ released second and drew in $17MM, and God’s Not Dead 3 drew in $5MM.
While a substantial consideration, it’s not always the release dates that make the difference. The above films happened to be released in order from best to worst story. Regardless, an overabundance of a genre’s films during a specific timeframe can quickly saturate a niche market.
Plus, the average moviegoer only watches four films a year. That means the person who watched I Can Only Imagine and probably watched Black Panther only has two more films left to watch. The faith-based film attender might hold off on another genre film to consider a summer blockbuster that their peers will discuss at the water cooler, and a Christmastime film for the entire family to enjoy.
When I’ve talked to producers of faith-based films, they’ve made it clear that they never consider secular competition. This is a peculiar situation since avoidance of thought never reduces the number of actual competitors vying for box office dollars. And, everyone in the industry knows that PG-13 films, which are typically aimed at some form of family, are watched by members of all faith groups.
Movieguide’s annual report to the industry points out how family-friendly films, with elements of faith and patriotism, always bring in more box office dollars than the competition. This has been consistently true since I’ve tracked it over the past 20 years. In fact, when the audiences of successful blockbusters are looked at closely, people who live by faith are the ones that make a significant uprise in the box office.
One could surmise, yet no one has taken that bold step to publish a thesis on the topic to date, that those who live by faith are the determining factor in a film’s box office success. If that is the case, then faith-based filmmakers should become masters of the craft in order to drive their films’ successes. And, those who live by faith must be educated in how their ticket purchase determines what films succeed.
Now, I’m not talking about forcing change by purchasing up tickets for bad faith-based films to spur on the genre. I’m talking about faith-based filmmakers learning how to tell great story. The audience will always promote a film with great story. Consider Black Panther as a perfect example of a great story that took off.
Some might say it was the black community that came out in droves to support the film, but I say that’s foolishness. Anyone tracking Tyler Perry’s career knows that he regularly draws the niche black audience, which doesn’t look anything like the audience watching the Black Panther. The story was great and therefore pulled in a great audience.
I’ve heard that there are 12 faith-based films attempting to position their release for next Easter. The one that will win the box office is the first best story released. The others will have dismal results. This begs a new question—Why aren’t the 12 faith-based films releasing one a month throughout the year?
The answer suggested to me last month by a faith-based producer went like this… “Faith-based films preach; they don’t tell story, so none of them can stand on their own without the churches pushing people to attend.”
While the producer sounded cynical, I’m pretty sure his comment has some merit. Film is a story-based, emotional medium that does not handle preaching well. Radio, on the other hand, is an ideal medium for preaching. Finding the right medium for the right message is crucial to reaching an audience.
Independent horror films use similar production processes as faith-based films. Instead of focusing on preaching, horror films focus on generating screams or startlement. Both typically generate about the same expense to box office ratio and few of either genre put story first.
A Quiet Place is a horror film with a message on parenting that is driven by story, not scream gimmicks. Because of its focus on story, the film should soon cross the $150MM box office mark. The key to the film’s success wasn’t being timed for Halloween, since it was released this spring, but the fact is the story was king, focusing on parenting children in a hostile world.
Release dates are important to avoid too much competition, but without story being the key focus, timing won’t matter.