Walt Disney Pictures is so eager for churches to turn out audiences for The Chronicles of Narnia: The Lion, the Witch and the Wardrobe, which opens Friday, that it's offering a free trip to London - and $1,000 cash - to the winner of its big promotional sermon contest.
The only catch is that the sermons must mention Narnia, based on the hugely popular children's books about four British children who walk through an uncle's magic armoire into an enchanted kingdom.
Sermo-mercials are just one of the ways promoters hired by Disney and its production partner, Walden Media, are peddling Lion as a kind of Christian-themed Harry Potter.
Hollywood has been doing this sort of thing since The Ten Commandments in 1956, when Cecil B. DeMille had study guides sent to schools.
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