Acton Institute Powerblog

Morality at the Movies

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An article in today’s New York Times confirms the trend in Hollywood to make movies that are faith and family friendly. Sharon Waxman reports that

producers, directors, studio executives and marketing specialists have been looking to either mollify or entice an audience that made its power felt with last year’s “Passion of the Christ.” That film, directed by Mel Gibson, took in an astonishing $370 million at the domestic box office when released by Newmarket Films in February 2004 and – along with the empowerment of a Christian conservative bloc after the last presidential election – helped change attitudes and practices in an industry usually known for its secularism.

Rev. Sirico recently wrote a commentary on this topic, referencing a newly released report by the Dove Foundation on the profitability of various ratings. The Dove study found that G-rated films are 11 times more profitable than R-rated features.

Here’s an illustration that when there is a market for morally upright products, the marketplace responds, despite whatever disagreements vendors may have with such morality. As Taylor Hackford, director of “Ray,” says, “It’s impossible for Hollywood not to reflect the nature of the country, and Bush has made his religion clear…. People in Hollywood aren’t stupid. It flies in the face of what I believe, but you’re still working in the movie industry, not the movie art form.” The purchasing power of moral consumers is where the real strength is in the marketplace.

Jordan J. Ballor Jordan J. Ballor (Dr. theol., University of Zurich; Ph.D., Calvin Theological Seminary) is a senior research fellow and director of publishing at the Acton Institute for the Study of Religion & Liberty. He is also a postdoctoral researcher in theology and economics at the VU University Amsterdam as part of the "What Good Markets Are Good For" project. He is author of Get Your Hands Dirty: Essays on Christian Social Thought (and Action) (Wipf & Stock, 2013), Covenant, Causality, and Law: A Study in the Theology of Wolfgang Musculus (Vandenhoeck & Ruprecht, 2012) and Ecumenical Babel: Confusing Economic Ideology and the Church's Social Witness (Christian's Library Press, 2010), as well as editor of numerous works, including Abraham Kuyper Collected Works in Public Theology. Jordan is also associate director of the Junius Institute for Digital Reformation Research at Calvin Theological Seminary.

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