Twentieth Century Fox Home Entertainment has launched the labelFoxFaith, which plans to take at least six pictures specifically targeted atChristian film-goers into limited theatrical release each year.
The roster kicks off on Oct 6 with Love's Abiding Joy, the fourth instalment in the LoveComes Softly seriesbased on Janette Oke's bestselling books about Old West pioneers.
FoxFaith is aiming for 40% coverage of the US through CarmikeTheaters, AMC and other regional theatre chains, and each release will besupported by marketing campaigns in the region of $5m.
All other FoxFaith titles will go out on DVD and sell at Christianbooksellers and other retail outlets.
"We're in the business of entertainment, notproselytising," FoxFaith's vice president of marketing Jeff Yordy said."We simply recognised that there was a hugely underserved audience andseized the opportunity to provide them with high-quality entertainment thatreflects their values."
Yordy continued: "We work very closely with the Christian retailcommunity as well as a variety of church and thought leaders across the countryand they have fully embraced what we're doing with FoxFaith and the banner hastruly come to represent relevant and compelling programming that our consumersand retailers know they can trust."
Titles under the FoxFaith label that have already been sold on DVDinclude The Passion Of The Christ, The End Of The Spear, Love Comes Softly, and Mother Teresa.