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Faith Driven Consumer: 'Noah' misses the boat

by jmaloni

Submitted

Fri, Mar 28th 2014 05:50 pm

Paramount's movie "Noah" - a movie Paramount asserts is inspired by the Bible story in Genesis - rates a faith-friendly 2 out of 5 stars by Faith Driven Consumer.

Faith Driven Consumer - the group behind the recent IStandWithPhil.com movement that played a leading role in Phil Robertson's return to "Duck Dynasty" - is tracking the commercial viability of major Hollywood films courting faith audiences this year. During 2014, "The Year of the Bible Movie," studios are targeting 46 million faith-driven consumers who spend $1.75 trillion annually. The organization's new "Faith-friendly Film Reviews" use five specific criteria to measure the compatibility of entertainment products for faith-driven consumer audiences. 

Chris Stone, a certified brand strategist and founder of Faith Driven Consumer, said, "In the run-up to the release of 'Noah,' we asked our Faith Driven Consumer community whether or not they would be satisfied with a Biblically themed movie - designed to appeal to them - which replaces the Bible's core message with one created by Hollywood, and 98 percent responded that they would not. Despite a flood of media stories over many months indicating that the film replaces the Biblical account with a modernistic, revisionist narrative, we remained hopeful that ultimately the filmmakers would get it right, and would be successful in reaching their target consumer audience.

"Having now seen 'Noah,' we are disappointed to report that the film misses the boat. 'Noah' is a significant departure both from the Biblical narrative and message, and faith-driven consumers are likely not going to spend their hard-earned dollars on an entertainment product that fails to resonate. 

"The recent successes of films such as 'Son of God' and 'God's not Dead' clearly demonstrate that there is a significant, largely untapped market for faith-friendly films, which Hollywood now recognizes. As stated in our 'Open Letter to Hollywood,' Faith Driven Consumer remains committed to advocating for entertainment choices that appeal to 46 million people who spend $1.75 trillion annually.

"In the case of 'Noah,' Paramount has left untold millions of dollars on the table. This movie will be remembered by the faith community as an epic missed opportunity." 

Faith Driven Consumer's "Faith-friendly Film Reviews" are based on five core criteria: 

•Overall faith and/or biblical relevance. "Noah" scored 2 out of 5 stars.

•Faith-compatible depiction of characters and character relationships. "Noah" scored 2 out of 5 stars.

•Faith-compatible depiction of situations. "Noah" scored 2.5 out of 5 stars.

•Family-viewing suitability: "Noah" scored 2 out of 5 stars.

•Entertainment value: "Noah" scored 1.5 out of 5 stars.

Paramount's "Noah" earned an overall 2 out of 5 stars, meaning that "Noah" will likely not resonate with Faith Driven Consumers. 

Visit http://www.faithdrivenconsumer.com for more information. 

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