Movie theaters cash in as Hollywood turns to God

Frankie TAGGART

AFP

Los Angeles (AFP) – Marilyn Monroe famously invoked a Hollywood “where they’ll pay you $1,000 for a kiss and 50 cents for your soul” — but these days it’s as likely to be the other way around.

Religion is reclaiming cinema for sacred purposes at a rate never seen in history, with faith-based movies exploding from an obscure cottage industry last century into a multi-billion-dollar business.

“You can add faith-based movies to the list of genres that you can count on as box office, as much as you can count on any genre. But these movies have to come from an authentic place,” comScore senior media analyst Paul Dergarabedian told AFP.

“You can’t just suddenly have executives in board rooms saying, ‘Faith-based movies are big right now so let’s do one.’ You have to come from an authentic place. Those in the faith-based community will know if it’s not the real deal.”

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