Son of God is a dud. Just don’t tell that to the film’s producers, Roma Downey and Mark Burnett. They found evidence of divine favor in the “truly miraculous” support they received from Catholic and evangelical leaders. It brought in $26.5 million its first weekend.
Burnett and Downey’s marketing approach makes good business sense and has plenty of precedent.
In the weeks leading up to May 21, 2011, young filmmaker Zeke Piestrup asked radio-show host and apocalypse predictor Harold Camping if he could accompany him in the final days of the world. Piestrup was not a believer, and he planned to make a film about Camping’s apocalyptic prediction. Still, Camping welcomed him as a companion.
A curving trail—the callused field obscures it until we shovel out the clotted brick, lug a ton or two of sand to fit trenches, level rumpled earth, correct courses. A mallet stuns a thumb, new blisters bud as self-impressed we shout, “This row is done!” but then a kid names names, prefers George Toad, Kate Cricket, slaps William Mosquito, pats Barkly, unleashed, our best company. We rest and share cold drinks. David brings homemade muffins, burned, blueberry plenty. Sun flickers around us, summer’s wings. Yet sand, we need more sand! Deer watch from trees while we adjust the pathways on our knees.