I try not to get too worked up about the commercialization of church holidays. It seems inevitable in our culture, in which most people are at least nominally Christian yet the real national faith is capitalism. The Christmas shopping season is annoying and the Easter candy aisles are dangerous, but it seems futile to rail against things that are more symptom than illness.
It is pretty perplexing, however, when marketers try to capitalize on Lent.
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.
The focus of geriatric doctors on testing for memory loss, which leads to possible diagnosis of dementia or Alzheimer’s, is part of a war against the old, according to Margaret Morganroth Gullette, resident scholar at Brandeis University. She likens it to educators being preoccupied with testing schoolchildren. “‘Dementia’ is a label that dehumanizes,” she says. What aging people need is social support, which itself can enhance a sense of well-being that contributes to better memory. “In thinking about memory loss, we do well to remember two simple precepts,” she says. “Do not panic about your own. Be gentle toward other people’s” (Interpretation, April).