NOAH: An Epic Missed Opportunity with Faith Driven Consumers?

Editor’s Note: The views in this review are the views of Matthew Faraci of Faith Driven Consumer. They do not necessarily represent the views of the Christian Activities staff. I am personally looking forward to seeing Russell Crowe’s ‘Noah’ movie for myself and making up my own mind.
Faith Driven Consumer — the group behind the recent movement which played a role in Phil Robertson’s return to Duck Dynasty — is tracking the commercial viability of major Hollywood films courting faith audiences this year. During 2014, the Year of the Bible Movie, studios are targeting 46 million Faith Driven Consumers who spend $1.75 trillion annually. The organization’s new Faith-friendly Film Reviews use five specific criteria to measure the compatibility of entertainment products for Faith Driven Consumer audiences.
Paramount’s movie NOAH — a movie that Paramount asserts is inspired by the Biblical story in Genesis — rates a faith-friendly 2 out of 5 stars.
Chris Stone, a Certified Brand Strategist and founder of Faith Driven Consumer, has issued the following statement:
“In the run up to the release of Noah, we asked our Faith Driven Consumer community whether or not they would be satisfied with a Biblically-themed movie — designed to appeal to them — which replaces the Bible’s core message with one created by Hollywood, and 98% responded that they would not. Despite a flood of media stories over many months indicating that the film replaces the Biblical account with a modernistic, revisionist narrative, we remained hopeful that ultimately the filmmakers would get it right, and would be successful in reaching their target consumer audience.
“Having now seen Noah, we are disappointed to report that the film misses the boat.
“Noah is a significant departure both from the Biblical narrative and message, and Faith Driven Consumers are likely not going to spend their hard-earned dollars on an entertainment product that fails to resonate.
“The recent successes of films such as Son of God and God’s not Dead clearly demonstrate that there is a significant, largely untapped market for faith-friendly films, which Hollywood now recognizes. As stated in our Open Letter to Hollywood, Faith Driven Consumer remains committed to advocating for entertainment choices that appeal to 46 million people who spend $1.75 trillion annually.
“In the case of Noah, Paramount has left untold millions of dollars on the table. This movie will be remembered by the faith community as an epic missed opportunity.”
Faith Driven Consumer’s Faith-friendly Film Reviews are based on five core criteria:
* Overall Faith and/or Biblical Relevance: NOAH scored 2 out of 5 stars
* Faith-compatible Depiction of Characters and Character Relationships: NOAH scored 2 out of 5 stars
* Faith-compatible Depiction of Situations: NOAH scored 2.5 out of 5 stars
* Family Viewing Suitability: NOAH scored 2 out of 5 stars
* Entertainment Value: NOAH scored 1.5 out of 5 stars
Paramount’s Noah an overall 2 out of 5 stars, meaning that NOAH will likely not resonate with Faith Driven Consumers.
Read the entire review here:
Russell Crowe’s new ‘Noah’ movie to carry disclaimer


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