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Gibson’s movie was produced, marketed and distributed without the backing of a major Hollywood studio more importantly, though, it had the support of a wide swath of evangelical leaders, ranging from Billy Graham to James Dobson to Rick Warren.
That began to change with the commercial success of Mel Gibson’s The Passion of the Christ, the 2004 film that portrays, in vivid detail, the brutal final day in the life of the biblical Jesus of Nazareth.
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Over the past decade, the firm has advised and marketed some 350 movies and dozens of TV shows.īefore Grace Hill, Hollywood executives rarely even attempted to reach out to evangelicals, let alone a real strategy for doing so. “Most of them just haven’t grown up in a Christian background,” says Phil Cooke, a consultant who owns his own production company and describes his job as helping Christians “not suck” at the media. “For a long time, Hollywood didn’t think about this audience very much.” He helps get movies screened in churches or talked about on Christian networks.
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So in 2000, Bock founded Grace Hill Media, a 1o-person firm that helps entertainment studios reach Christian audiences by marketing their content, advising producers on how to position that content for a religious audience and performing outreach to pastors, Christian organizations and faith-based news media. “’You should hire some company that does outreach to pastors or calls Christian radio stations.’ We looked everywhere, and there was nobody.” “I said to my boss, ‘I think people who go to church would really like these movies,’” Bock recalls. When he broke with his writing partner in the late ’90s, he took a job in the publicity department at Warner Bros., which at the time was looking to market two family-friendly movies: My Dog Skip and The Green Mile. ( MORE: The $600 Billion the IRS Can’t Collect) Cooper as “pure comedic genius.” He’s joking.) (He describes the one episode he wrote for the ABC show Hangin’ With Mr. When he got his start in television in the 1990s, he wanted to be a sitcom writer, but that was short-lived. “I help these two worlds that don’t often intersect understand each other and help them realize that they can be of great benefit to one another.”īock didn’t start out thinking he’d be God’s point man in Hollywood.
The man at the center of much of this is Jonathan Bock, the founder and president of Grace Hill Media, a public-relations and marketing firm that acts as a middleman between Hollywood and the country’s faithful. “I sit on a funny fence,” says Bock, who advises movie execs on religious content, helps market those films and reaches out to the Christian community through churches, religious organizations and media outlets. And in an effort to tap into The Bible’s success before it’s even off the air, a six-hour, $20 million miniseries called Jesus of Nazareth is already in production. An epic Darren Aronofsky movie, Noah, to star Russell Crowe, is scheduled for release in 2014.
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A series called The Vatican is in the works for Showtime. The reality show Preachers’ Daughters currently airs on Lifetime.
And it’s not just shows with overt religious messages, although there are plenty: The American Bible Challenge on the Game Show Network, for example, has been the biggest hit in the channel’s 17-year history. But today, the industry seems to be tapping into the faith-based market more than ever before. Movie and TV studios are more likely to rile up prominent evangelicals in the U.S. Historically, Hollywood hasn’t paid much attention to the Christian community. Instead, he became the spiritual bridge between the entertainment industry and the tens of millions of evangelicals in the U.S. A key to the show’s success is a man who went to Hollywood with hopes of making it as a sitcom writer. It even regularly beat AMC’s top-rated Sunday-night series The Walking Dead. It brought in almost 13 million viewers the first night and consistently garnered 10 million viewers each episode. Follow Bible, the five-part, 10-hour miniseries on History, which aired its final episode Sunday, has become the biggest cable television hit of the year.
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