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FHE targeting Christian market

20 September 2006 | The Hollywood Reporter - Movie News | See recent The Hollywood Reporter - Movie News news »

20th Century Fox Home Entertainment said Tuesday that it is reaching out to Christians with FoxFaith, a new label that will market DVDs aimed at the faith-based audience. It also will release some of the films in theaters. It will distribute at least six -- and possibly as many as a dozen -- of the movies theatrically each year, beginning with Michael Landon Jr.'s Love's Abiding Joy, based on the fourth novel in Janette Oke's Love Comes Softly series about a 19th century frontier family. Joy will be released Oct. 6 on 230-240 screens in 90 markets through such circuits as Carmike Theatres, AMC and some regional chains. While the films will be supported with $5 million marketing campaigns that will encompass local TV, newspapers, direct mail and grass-roots efforts, they will not be distributed through 20th Century Fox's theatrical apparatus but will be released through the Bigger Picture, a subsidiary of Woodland Hills-based Sabella Dern Entertainment, which specializes in the digital delivery of alternative content. »

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