The church and state of movie marketing

It’s funny how everything old is new again. Platform shoes. The skinny black pant. Agencies rebundling. And now, a resurgence of religious-themed films. This week, Twentieth Century Fox announced the formation of FoxFaith, which will make movies aimed squarely at the Christian market, which tends to shun films in general because of the violence, vulgar language or themes, etc. One studio executive compared the idea of FoxFaith to having “a Good Housekeeping seal, a marketing umbrella” under which people can trust that the films won’t “violate their core beliefs.”