Movie Release Timing Is Everything

Supply and demand is not considered by our industry

In the not too distant past, George Barna of the Barna Research Group released survey results stating that Christian families desired to consume 2.5 Christian videos a month.  This announcement revealed a market big enough for 30 new Christian film releases each year, placing the demand much higher than the industry could produce.

Last month I was made aware of four Christian films releasing.  Since the market can only afford to consume 2.5 videos in a month, the films were forced into competition for market share – each film making far less money than anticipated.

The odd thing is that there will only be about 12-14 Christian films this year and had the filmmakers communicated about release dates and shifted accordingly, each filmmaker would have generated approximately twice their actual revenue.

While a little competition is healthy to force higher quality stories, there is no need for it.  The market is big enough for everyone to be profitable, if the Christian industry plans things out well.

In fact, with an organization like HOSFU connecting filmmakers together through Christ, they might naturally fall into managing industry calendars.

What would happen if HOSFU posted release dates of all Christian films?

If I were releasing a drama, I would release the same month as a comedy.  If I were releasing a shoot’em up action film, I’d do it in a month when a sobering drama was being released.  As for my experimental film, I’d release it in a month where there were no other releases.

Once there is consistency in release schedules to reduce unnecessary competition, it would become prudent for an organization like HOSFU to build an audience that all filmmakers can market to.  Every Christian filmmaker I’ve met has an audience of about 5,000 people.  However, to make a $1M movie, the filmmaker needs an audience of 200,000 people, which might be obtained by sharing market promotions through an organization like HOSFU.

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The determination of success in the industry

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In the television industry, it takes 500,000 people to make a cable series successful.  In perspective, that is just shy of a half a rating point.  When a cable network hits a 2.5 or 4.0 rating, the producers are thrilled and the cash flows.  Can you imagine the cash-flow when a Christian film sells to 500,000 people?  It is a target well worth fighting for.

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HOSFU a company that exists to promote Christ through film

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Do you think an organization like HOSFU should step up and create an industry release calendar for all filmmakers to use?

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Do you think an organization like HOSFU should organize joint marketing between filmmakers or build an audience database that all can release to?

CJ Powers Guest Blogger for HOSFU

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