What a difference a week—and a box-office success—makes. When last I wrote about Christian marketing efforts for Darren Aronofsky’s upcoming NOAH, the studio was still not saying anything about the religious “message”, or lack thereof, of the movie. They had stopped sending out trailers to Christian groups through Grace Hill Media, and seemed to be standing tough against the swirling storm of controversy. But things are changing.
First came the “Open Letter to Hollywood” from “Faith-Driven Consumer,” warning that 46 million ticket-buyers could be dissuaded from seeing the film, and pressure from the National Religious Broadcasters group. Then came the $26.5 million opening weekend of the Jesus movie Son of God, an adaptation of the History Channel series that the “Open Letter” praises. Now, Paramount seems ready to try again. Grace Hill Media is back on the case, releasing a series of behind-the-scenes featurettes on the movie, including, later in the month, an interview with Aronofsky, who has stated that NOAH should not be viewed as a religious film.
Paramount has also announced an unusual step. They are adding a disclaimer to trailers and other promotional materials aimed at religious audiences:
The film is inspired by the story of Noah. While artistic license has been taken, we believe that this film is true to the essence, values, and integrity of a story that is a cornerstone of faith for millions of people worldwide. The biblical story of Noah can be found in the book of Genesis.
All this “artistic license” apologetics has got to be frustrating to Aronofsky, who made a point of building his Ark to “the actual scope that is described in the Bible.” (For those keeping track, Aronofsky’s team went with the “long-cubit” school of Ark interpretation, agreeing, ironically, with creationist Ken Ham.) Aronofsky knows that there actually is no one “literal” way to read the Bible. He knows that the very word “literal” has been adopted by a small but noisy group of conservative Christians who have a specific political agenda.
Speaking to The Hollywood Reporter, he tried to draw a line between “literal” and “Biblical”: If “people who are very literal-minded” allow that the movie’s ideas are Biblical, “they're going to have an incredible experience with the movie. If they don't allow it, it's theirs to lose." He can shrug off those literal-minded viewers, but the studio can’t. –Religious Dispatches
First came the “Open Letter to Hollywood” from “Faith-Driven Consumer,” warning that 46 million ticket-buyers could be dissuaded from seeing the film, and pressure from the National Religious Broadcasters group. Then came the $26.5 million opening weekend of the Jesus movie Son of God, an adaptation of the History Channel series that the “Open Letter” praises. Now, Paramount seems ready to try again. Grace Hill Media is back on the case, releasing a series of behind-the-scenes featurettes on the movie, including, later in the month, an interview with Aronofsky, who has stated that NOAH should not be viewed as a religious film.
Paramount has also announced an unusual step. They are adding a disclaimer to trailers and other promotional materials aimed at religious audiences:
The film is inspired by the story of Noah. While artistic license has been taken, we believe that this film is true to the essence, values, and integrity of a story that is a cornerstone of faith for millions of people worldwide. The biblical story of Noah can be found in the book of Genesis.
All this “artistic license” apologetics has got to be frustrating to Aronofsky, who made a point of building his Ark to “the actual scope that is described in the Bible.” (For those keeping track, Aronofsky’s team went with the “long-cubit” school of Ark interpretation, agreeing, ironically, with creationist Ken Ham.) Aronofsky knows that there actually is no one “literal” way to read the Bible. He knows that the very word “literal” has been adopted by a small but noisy group of conservative Christians who have a specific political agenda.
Speaking to The Hollywood Reporter, he tried to draw a line between “literal” and “Biblical”: If “people who are very literal-minded” allow that the movie’s ideas are Biblical, “they're going to have an incredible experience with the movie. If they don't allow it, it's theirs to lose." He can shrug off those literal-minded viewers, but the studio can’t. –Religious Dispatches
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