
I almost forgot to mention that one reason I went to the Religion Newswriters Association convention in San Antonio was that I was nominated for the Cornell religion reporter of the year award, for mid-sized papers. I didn't win, but it was nice to be nominated. Jeff McDonald, a freelancer who writes for the Christian Science Monitor, took home the plaque. I met Jeff when we were Gralla Fellowship winners at Brandeis University in 2004. Nice guy, good writer.
Yesterday, I got a card in the mail from the Ohio Society of Professional Journalists. It starts out with a big headline: "Congratulations!" Hey, maybe I did win something. Then it says, "You are invited to the Ohio SPJ Awards Luncheon Ceremony.... Tickets are $40 each..." As a colleague put it, the card should have read: "Congratulations, now pay up!"
There was no mention of being an award winner, but the card did have a link to a website listing the winners. So I go there and as I am scrolling through the winners list, voila, there I am. Second place in religion reporting. It was for an article I wrote about religion and pop culture, particularly how Hollywood was suddenly wooing the churches after the industry was caught by surprise by the shocking success of The Passion of The Christ. I went back and read the piece and to be honest, I thought it was an example of very good reporting but not my best writing. I basically wove together a lot of insights from experts, and raised some good points. I don't consider it my best writing but I am glad for the award. I will put a copy of the story at the end of this entry. It ran on Page 1 of the news section on Christmas eve day.
In the past, I rarely entered journalism contests, thinking they were vain and mostly run by little cliques of journalists who all know each other and vote for each other. I still feel that's true, in general. However, management really likes to collect hardware so I have tried to be more diligent in entering. It's nice to be recognized by other journalists for your work, of course, but I've been around long enough to know when I am doing well and when I am "phoning it in." Considering the fact that I am the only one reporting on religion full-time in northwest Ohio and southeast Michigan, I am confident that I have been fulfilling my duties as best as I can. On the other hand, after hanging out with other religion writers last week, I do feel inspired to crank it up a notch and try to do more in-depth investigative and analytical reporting. It's hard to find time, but it can be done.
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Here's a copy of the article that won the Ohio SPJ award:
Published on December 24, 2006 Blade, The (Toledo, OH)
Role of religion rising throughout pop culture
In the latest Rocky movie, when the title character climbs out of the boxing ring for - presumably - the last time, what is the first thing he does?
"He points right up to God," Sylvester Stallone said.
Mr. Stallone, the star and the writer of all six Rocky movies, recently hosted a conference call with ministers and church leaders around the country to pump up the spiritual content of Rocky Balboa before it opened last week.
"It's like in the first movie, you know, I was never a writer, all of a sudden one day, I felt like, you know, I was being asked to write this," he said over the phone. "And I've said it before, I felt as though God was moving me to do that. That's why I started the first Rocky out with the first picture of Jesus and I just felt the same kind of feeling was moving through me now."
No one is calling Rocky Balboa a religious film, but Mr. Stallone and his marketing agency are among a growing number of entertainment insiders who are courting the consumer clout of Christians and other spiritually minded consumers.
Religion and spirituality can be found in all areas of pop culture today, from best-selling books like The Purpose-Driven Life, Left Behind, and The Da Vinci Code to such Hollywood blockbusters as The Passion of The Christ and The Chronicles of Narnia: The Lion, the Witch, and the Wardrobe.
A wake-up call
Although stories with spiritual themes have been around since the dawn of time, most observers credit actor-director Mel Gibson's 2004 film The Passion of The Christ with waking up modern-day Hollywood to the potential market for faith-based films.
"I think Hollywood was smacked in the face by The Passion of The Christ," said David Poland, editor of the moviecitynews.com. "The truth of the matter is that Hollywood is not in that head space, and it takes a person like Mel Gibson - who despite his problems is truly a passionate person and passionate about his beliefs - who was willing to spend his own money to make a movie."
Bob Waliszewski, director of Plugged In, a branch of Focus on the Family that offers movie reviews from a Christian perspective, agreed that The Passion caught Hollywood by surprise.
Mr. Gibson first tried to get the major studios to back the movie about Jesus' final hours before his crucifixion, Mr. Waliszewski pointed out, but after repeated rejections he decided to produce the movie himself. It has generated $612 million thus far.
"Those studio executives whom he sat with eyeball to eyeball are all saying, 'Why didn't we see this? How did we miss the incredible opportunity to make this kind of money?' " he said.
Like Mr. Poland, Mr. Waliszewski believes Hollywood decision-makers do not understand the religious market. But they now are well aware of the potential profits to be made in that genre.
"There's probably very few people in positions of power in Hollywood that actually are motivated because they strongly believe in the Christian message," he said. "But there are hundreds of people in positions of power in Hollywood who understand dollars and cents. Whether it's Saw II, Borat, the new Hostel film, or The Nativity Story, if they see a track record of making money, they're open to the idea."
Cashing in
Two major filmmakers announced this year that they are plunging into the religious film market. The Weinstein Co., led by Hollywood moguls Bob and Harvey Weinstein, formed a partnership with veteran Christian film company Impact Entertainment, and 20th Century Fox created a division called FoxFaith that specializes in religious movies and DVDs.
A number of religious titles released in recent years, both in theaters and in the publishing business, have posted such eye-popping sales figures that industry executives could not help but look for new ways to cash in on the trend.
Left Behind, for example, a series of apocalyptic novels written by Tim LaHaye and Jerry B. Jenkins, has sold an estimated 70 million copies since the first book was released in 1996. Five Left Behind movies have been made, including two backed by Sony Pictures.
Rick Warren, pastor of Saddleback Church near Los Angeles, created a publishing sensation with The Purpose-Driven Life, which has sold 25 million copies since 2002. Fox News Channel plans to broadcast Mr. Warren's church services and his sermon, "The Purpose of Christmas," six times today and tomorrow.
Dan Brown's 2003 religious-conspiracy novel, The Da Vinci Code, sold more than 45 million books, and a theatrical version, starring Tom Hanks, made $757 million worldwide at the box office this year.
A popular topic
Robert Thompson, a Syracuse University professor and director of its Center for the Study of Popular Television, said God always has been one of the top three topics of storytellers, along with love and war.
In the 1950s, Cecil B. DeMille and other movie moguls churned out biblical epics such as The Ten Commandments and Ben Hur, but Hollywood's interest in spirituality was born again after the success of The Passion.
"Religion is one of the primal, basic interests of humanity," Mr. Thompson said. " 'Why are we here?' and 'What happens when we die?' - these are still the big questions, even in the high-tech, 21st century."
The Passion proved two things to the film industry, he said: First, that biblical epics can be financially successful, and, second, that churches and religious groups are ripe for Hollywood marketing.
"They figured out this demographic can be really, really well exploited," Mr. Thompson said. "When The Chronicles of Narnia came out, there were an awful lot of pastors and ministers who were in essence deputies of the promotional arm of the movie maker, urging their congregations to support the film. There is a huge, built-in potential audience."
The wholesome approach
Gerald Celente, editor and publisher of The Trends Journal, believes Americans have a growing interest in spirituality, especially baby boomers who realize they failed to fulfill the ideals they espoused in the 1960s.
But spirituality does not necessarily equate with religion, he said.
"Organized religion, by all indicators, is on a downswing from the fringe to the established mainstream," Mr. Celente said. "People see through the hypocrisy of institutions, whether they are political or religious. But the quest for spirituality runs very deep."
Motive Entertainment, founded by Paul Lauer in 2002, was the firm responsible for marketing The Passion, Narnia, and now Rocky Balboa.
In the recent conference call with Mr. Stallone and hundreds of church leaders, Mr. Lauer said the one-two punch of The Passion and Narnia "showed Hollywood that there's a huge, under-served audience in America who are hungry for wholesome, inspiring entertainment - not necessarily always faith-based, but nonetheless wholesome."
Falling short financially
But American audiences can still be fickle, and filmmakers will always be cautious before investing tens of millions of dollars into a project.
Marty Bowen, producer of The Nativity Story, now in theaters, quit his job as a successful Hollywood agent to make movies "that I could emotionally believe in and that reflected my faith and themes that I think are important."
But interviewed shortly after the Dec. 1 premiere of his film, a scripturally accurate account of Mary, Joseph, and the birth of Jesus, Mr. Bowen was clearly dejected over the box office figures.
The film grossed $8 million in its first weekend of release and, according to Mr. Poland of moviecitynews.com, is unlikely to reach the $30 million mark.
"To say the numbers are lower than expected is to say we lost a few men in World War II," Mr. Bowen said. "Yes, I think there is an audience for biblical epics. But I don't think that audience is as big as some people might think."
He predicted that Hollywood's recent interest in overtly religious titles might now be chilled by The Nativity Story's poor showing.
"Hollywood is a business. Let's be candid," Mr. Bowen said. "If the economics are right, if it's done for the right price, you'll always be able to see movies that speak to niches. There will always be Christian films done for $100,000. But what you won't get is the full-on Hollywood treatment of the biblical epics."
Movies and morality
Ted Baehr, publisher of Movieguide and president of the Christian Film and Television Commission, said he recently completed a 10-year study that showed American audiences are more interested in wholesome, family films than in movies containing scenes of explicit sex and nudity.
"Movies of strong moral content [often] make ... four to six times as much money as movies with explicit sex and nudity," Mr. Baehr said. "The vast majority of moviegoers, which includes the 141 million Americans who go to church every week, prefer positive Christian movies with morally uplifting content."
Mr. Baehr is working to attract talented writers to the movie industry by teaming with the Templeton Foundation in offering the $50,000 Kairos Prize for "spiritually uplifting screenplays."
Now in its second year, the Kairos Prize is a way "to discover people in the hinterlands" and get people of faith to work with Hollywood studios, he said.
Rambo and religion?
One screenwriter with a renewed interest in spiritual themes is Mr. Stallone, who not only is promoting Rocky Balboa as a spiritual story but is working on a new Rambo movie with a religious twist.
In the new Rambo script, Mr. Stallone said the Vietnam-veteran-turned-vigilante goes to Burma to rescue missionaries who have put their lives on the line to spread the Gospel.
"Rambo now has taken up their cause and he becomes a crusader, in a sense," Mr. Stallone said.
Toledo, Ohio
Oct. 5, 2007