Tuesday, September 19, 2006

FoxFaith Is Coming

The company that brought TV viewers racy and irreverent programs such as "Nip/Tuck," "Temptation Island" and "The Simpsons" has found religion.

In the biggest commitment of its sort by a Hollywood studio, News Corp.'s Fox Filmed Entertainment is expected to unveil plans today to capture the gargantuan Christian audience that made "The Passion of the Christ" a global phenomenon.

The home entertainment division of Rupert Murdoch's movie studio plans to produce as many as a dozen films a year under a banner called FoxFaith. At least six of those films will be released in theaters under an agreement with two of the nation's largest chains, AMC Theatres and Carmike Cinemas.

The first theatrical release, called "Love's Abiding Joy," is scheduled to hit the big screen Oct. 6. The movie, which cost about $2 million to make, is based on the fourth installment of Christian novelist Janette Oke's popular series, "Love Comes Softly."

"A segment of the market is starving for this type of content," said Simon Swart, general manager of Fox's U.S. home entertainment unit.

"We want to push the production value, not videotape sermons or proselytize."

Hollywood has made religious-themed movies for years including such memorable titles as "The Ten Commandments" and "The Greatest Story Ever Told." But FoxFaith will target evangelical Christians who often have shunned popular entertainment as offensive.

Fox might seem an unlikely studio to pioneer a religious label, given its history as a purveyor of salacious TV programming. Yet people in the Christian community say the company has gained credibility as the voice for conservative America through its Fox News Channel.

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