Blockbuster film discounted exclusively to large chain was rejected by ‘key Christian retailers’

Some leading independent Christian retailers have been angered by their exclusion from a distribution agreement for the DVD release of the Oscar-winning The Blind Side.

However, the blockbuster inspirational film was made available to “key Christian retailers,” but rejected due to some of its content, according to the movie’s main distributor in the Christian channel.

Word Distribution representatives spoke about the offer as they responded to criticism for distributing the movie to Christian retail only through Family Christian Stores (FCS)—and not via other chains or independent Christian bookstores.

Word Distribution officials told Christian Retailing that due to company policy, they could not speak on specific business agreements—although they said that The Blind Side DVD was offered to “key Christian retailers,” but the movie was turned down due to its rating and content.

Based on the true story of an unabashedly Christian, white family’s adoption of a homeless African-American teen who becomes a football star, The Blind Side—starring Sandra Bullock, who won the Best Actress Oscar for the film in March—is rated PG-13 for one scene involving brief violence, drug and sexual references as well as language.

FCS offered a $19.97 pre-buy special for the March 23 DVD release of The Blind Side, with the chain announcing that it would give a portion of proceeds from sales to provide tuition assistance for Christian education to foster children. The video retails for $28.99. The Blind Side DVD is available to retailers through Spring Arbor Distributors, but stores have to pay more for it versus purchasing it directly from Word. FCS officials declined to comment.

Gerald Hicks, co-owner of Perfect Peace Christian Lifestyle Stores in Wichita, Kan., said he was “outraged” by the distribution agreement and sought to alert other retailers about the move. Hicks’ store is part of the Covenant Group, which provides marketing and support services to stores with annual income of more than $3 million.

Hicks told Christian Retailing that Word did not contact the Covenant Group—“of which many key retailers are a part”—about The Blind Side DVD. “I was not one of those ‘key’ retailers,” he said. “My understanding was that they called a few.”

Hicks added that when he saw the movie in theaters, he “did not walk out thinking, ‘we could never sell this DVD due to the content and language.’ ”

“In fact, quite the opposite, the strong Christian themes and content made me think it would be well-received among my customers,” he said. “In my market, I have a lot of crossover customers that will shop with us as well as Family, but Word has tried to justify their actions, essentially, by saying: ‘Family’s customer base would accept the movie, but my customer base would reject it.’ ”

Chuck Wallington, owner of Christian Supply in Spartanburg, S.C., and founder of the Covenant Group, told Christian Retailing that he had “two major concerns” about Word’s distribution agreement with FCS.

“It sets a dangerous precedent for the overall health of our industry,” he said. “As far as I can remember, this has never happened before, and I don’t believe it is healthy for an industry that is supposed to share a common goal of advancing the kingdom through what we do.

“Secondly, it gives one retailer a distinct advantage over all others in the channel,” Wallington added. “The discount available to the rest of us through distributors is a good 12-14% lower than what we would normally purchase it for through Word.”

Wallington said it made sense that Word polled some retailers. “But I do not understand why, once the decision was made to carry it for distribution, they did not offer to all retailers in the channel,” he said. “That would have been much more equitable.”

Wallington, who bought a copy of The Blind Side DVD for himself, added that Christian Supply would carry the video. “We would not promote it, but we have had customers asking, so we are stocking it,” he said. “It is a strong, family-oriented story about a family of faith who are portrayed in a positive light—a welcome change from Hollywood’s norm. If a customer asks about it, we (would) warn them about the language/content that they might find offensive.”

CBA Executive Director Curtis Riskey told Christian Retailing that Word declined to comment to the retailers’ trade association about the distribution agreement.

“I understand that Family Christian Stores is a large chain within our Christian retail industry, and I do understand that exclusives are how we do retail today,” he said. “However, Family Christian Stores don’t represent the entire industry.

“While I respect Word Distribution’s decision, and it is certainly their decision to make, I do not completely agree with it,” Riskey added. “I think that Word Distribution has been shortsighted in their distribution decision, and believe that they are leaving sales and money on the table. … We can accomplish more in sales and ministry when we all work together—chains, independents, franchises and church stores.”

Family Christian Stores asks consumers about their attitudes towards ‘Plus 8’ mom Kate Gosselin

The leading Christian retail chain has canvassed shoppers to decide whether to promote TV reality star Kate Gosselin’s book I Just Want You to Know, when it comes out this month. Family Christian Stores (FCS) asked consumers their opinions about the Zondervan title by the co-author of Multiple Blessings—the 2008 release written with her former huisband and Beth Carson that has sold more than 500,000 copies. Last year the Gosselins, stars of the TV reality series Jon & Kate Plus 8 went through a highly publicized divorce.

In the wake of that and the cancellation of the show, FCS surveyed shoppers about the new book, which features excerpts, prayers and memories from Kate Gosselin’s journal. The chain sent out an e-mail inviting consumers to complete an online survey that included the book’s cover—which features the author sitting in a chair and the subtitle, Letters to My Kids on Love, Faith and Family—and asking their impression of the book’s contents and theme.

Among the response choices were whether the book seemed to be a “mother writing inspirational letters to her children” or a “tell-all book revealing her side of the story of the past year.” Recipients of the communication were also asked to indicate whether they agreed or not that “Christian book stores should not promote any books by Kate Gosselin.”

Those who identified themselves as not being interested in the book were asked to say whether that was because the topic did not interest them, they were not familiar with the author or whether they found her “too controversial” or “do not agree with the author’s moral philosophy.”

The chain declined to comment on the survey, though the book was not available at its Web site by late March, when it could be ordered online at the Parable Group site.

When asked whether LifeWay Christian Stores would be carrying the title, the chain said that its “product strategy” was proprietary information. At Mardel Christian & Education, President Jason Green said that that his chain would not be laying in the title because it was not felt that demand would warrant placement, but would special-order it.

Zondervan Director of Public Relations Karen Campbell told Christian Retailing that response from the trade to the new title—which has a 400,000-copy first printing—had been positive, and stores “generally are excited about the book.”

She added: “We realize the recent events in Kate’s life have been very public and many sources—particularly the tabloids—have exploited her popularity with misinformation. Some people may not agree with our decision to publish this book, but we support Kate as she moves forward into a new chapter in her life.

“It is clear that her faith has been an integral part of her life and the lives of her children during the past year, and we are honored to give her the opportunity to share her heart.”

Gosselin’s new book was described by her publisher as “offering an intimate look at the heart of a mother during the three years her family transitioned from obscurity into the national spotlight.”

Most recently seen on TV in ABC’s Dancing With the Stars, Gosselin said in a statement: “Each day the thought crosses my mind that when they get older, my kids are going to look back and think about how they were raised. I know they will have a lot of questions about things that may not make sense because they were raised so unconventionally.”

National Religious Broadcasters convention provides ‘beneficial relationship for all involved’

With the theme “Extend Your Reach Through Media,” the National Religious Broadcasters (NRB) annual convention featured a strong publishing emphasis.

During the Feb. 27-March 2 event in Nashville, author and radio commentator Chuck Colson— whose books include The Faith and Loving God (both Zondervan) as well as How Now Shall We Live? and Lies That Go Unchallenged in Popular Culture (both Tyndale House Publishers)—was honored with a Hall of Fame Award.

Mosab Hassan Yousef, a son of one of the founders of the terrorist group Hamas, spoke during the gathering of Christian broadcasting professionals to promote his book, Son of Hamas (Tyndale House Publishers), which was released around the time of the convention.

Yousef had been spotlighted by mainstream media for his memoir—which details a six-year-long conversion process that originated with a Bible study in Jerusalem and resulted in his departure from the Palestinian organization.

Joel C. Rosenberg—best-selling author of Tyndale’s Bible prophecy-based books, including Epicenter—was featured during the international luncheon, introducing Yousef as a “brother in Christ.”

Meanwhile, Dave Ramsey, author of the New York Times best-seller The Total Money Makeover (Thomas Nelson), led a “Social Marketing Strategy” workshop, while Phil Cooke—author of The Last TV Evangelist (Conversant Media Group) and Branding Faith (Regal Books)—was one of the featured speakers at the convention.

Among the dozen publishers that exhibited at the event were Baker Publishing Group (BPG), Harvest House Publishers, Strang Communications, Tyndale House, WestBow Press (Thomas Nelson’s self-publishing division), Rose Publishing, Xulon Press and Advantage Books.

Despite the continuing tough economy, Mavis Sanders—corporate publicist for Tyndale House—told Christian Retailing that the publisher’s presence at NRB was similar to previous years.

“We presented current and upcoming authors, products for interviews and programming ideas, and met with agencies and vendors,” she said. “Our presence at NRB also reinforced our association with many outstanding Tyndale authors who have broadcast ministries.”

Harvest House Broadcast Publicist Christianne Debysingh said the publisher used a smaller booth.

“Our primary purpose is to network, and having a big booth does not enhance that function,” she told Christian Retailing. “Also, given the state of the economy, we, like so many others, looked for ways to save on expenses. … We did not cut back this year (on staff) as we had already done that last year. Last year we only had four attend, which was down by one. We kept that same number of four this year.”

Debysingh added that Harvest House does not traditionally bring authors to NRB.

“The highlight for us is always people—not only connecting with people we know, but building new relationships,” she said. “It also allows us to meet and develop new contacts.”

BPG Manager of Special Markets Rod Jantzen told Christian Retailing that the publisher “scaled back somewhat this year” at NRB. “With many ministries a bit more conservative in their approach right now due to the economic conditions, it made sense for us to take a more conservative approach as well,” he said. “A gathering like NRB is always a great way to connect with ministries and media outlets who are attending. Relationships are really at the heart of it all.”

NRB Vice President of Operations David Keith added: “NRB member broadcasters have always had a good working relationship with both the authors and publishers of books over the years. It has been a beneficial relationship for all involved. Recent (economy-related) challenges only mean we need to invest additional energy in finding ways that make sense for all those involved.”

Leading inspirational video game companies say they ‘value the support’ of bookstores, who understand ‘message and value of games’

Industry observers are expressing hope for the future of inspirational video games in light of the merger of two of the nation’s largest Christian video game companies. They say that the support from Christian retailers “is critical to the success of Christian gaming.”

Inspired Media Entertainment, the inspirational video game company that makes games based on the “Left Behind” book series, announced in February that it would merge with Digital Praise, the maker of Guitar Praise—a Christian game similar to the popular Guitar Hero.

Troy Lyndon, chairman and CEO of Inspired Media Entertainment—known as Left Behind Games (LBG) to the mainstream market—said the merger had “four key ingredients that will take our company to the next level.”

“Those keys are strong brands and products, multi-channeled distribution, a solid management team and a history of generating millions of dollars in the emerging Christian video game market—a feat no company has matched,” he said.

Digital Praise President and CEO Tom Bean, now president of LBG, added: “This merger gives us access to capital that we anticipate will enable us to produce far more new innovative games than we could hope to develop as a privately held company.”

Michael Patcher, research analyst at financial services and investment firm Wedbush Securities, said the Christian video game market is “a significant market currently underserved by traditional publishers.”

Sales of computer games—the primary platform of Christian games—in the U.S. were $538 million in 2009, while total video game and PC sales game software were $20.2 billion last year, according to market researcher The NPD Group (National Purchase Diary).

“This merger will allow (Inspired Media) to be well-positioned to serve the millions of people of faith that enjoy Christian entertainment,” Patcher said.

Tim Emmerich, director of conferences for the Christian Games Developer Conference/Association of Christian Entertainment, told Christian Retailing that both companies have previously participated in the group’s conference—slated this year for July 15-17 at Concordia University in Portland, Ore.

“Digital Praise is intimately involved in the association,” said Emmerich, who owns GraceWorks Interactive, which develops and distributes games such as The Interactive Parables and Interactive Bible: James. “We are definitely praying that God will bless the merger and bless the people who experience (Christian) games. … I encourage players to reach out to ... their local Christian bookstore as their source for Christian games.”

Ralph Bagley, spokesperson for the nonprofit Association for Family Interactive Media, told Christian Retailing that “the marketplace has always been ready for more high-quality Christian games.”

“The problem is that in order to create a high-quality Christian game that is available on several platforms, it takes a budget of roughly $10 million-$15 million dollars to develop it,” said Bagley, whose N’Lightning Software company produced games such as Catechumen and Ominous Horizons, which are available in Christian bookstores. “On top of that, you need millions more for marketing. The question is when can the Christian game developer community create a game that transcends a small niche market and goes mainstream?”

Based in Murrieta, Calif., Inspired Media publishes six games, including Charlie Church Mouse, Keys of the Kingdom and Left Behind: Tribulation Forces, the sequel to Left Behind: Eternal Forces—regarded as the most widely distributed Christian PC game.

Besides Guitar Praise, Newark, Calif.-based Digital Praise—now a subsidiary of Inspired Media—publishes several games, including Adventures in Odyssey, Dance Praise, Light Rangers, Hermie & Friends, aMazing Bible and two new iPhone game applications. Longtime Christian metal band Stryper recently signed a licensing agreement for the Guitar Praise Stryper Expansion Pack, which was to be released by Digital Praise in stores before Easter.

Bagley said there are currently close to 100 independent Christian game developers worldwide. “The problem is that very few of them have the resources to flourish under these very tough market conditions,” he said. “The support from the Christian retailers is critical to the success of Christian gaming, but the developers must create great games that are fun to play in order for the equation to really work.”

Bean agreed. “The Christian retail stores are a critical channel for the success of the Christian video game industry,” he told Christian Retailing. “We value the support of the large chains as well as all the independent stores that promote and sell our product line. The Christian retail channel provides our customers with knowledgeable staff that understand the Christian message and value of our games.”

Inspired Media recently reported that consumers have shown a desire “to purchase good, wholesome games.” Three PC games—including Charlie Church Mouse, retailing between $19.96 and $29.96—by the company formerly known as Left Behind Games were offered last fall in approximately 100 Wal-Mart stores in Dallas and Houston as well as in other Texas markets.

Left Behind: Tribulation Forces and Charlie Church Mouse were “completely sold out” in those stores several days before Christmas, Lyndon said. “Further, the original, 3-year-old Left Behind: Eternal Forces continued to show life as it was distributed in nearly every Target store in America, demonstrating that Christian games have longer lives,” he added.

Lyndon said that the retail test was “significantly successful enough” to attract interest from the country’s largest video-game representative firm, SMP Communications—resulting in an agreement to distribute its products into mainstream retail outlets throughout this year.

“Major Christian retailers appear to be bouncing back from the recession and have begun to place orders,” he said. “Now that the marketplace appears to be ready for more Christian games, our new focus on the Nintendo Wii and XBox 360 for future titles should begin our company’s transformation from a PC game publisher to an all-platform video game producer. … Christian games will become a significant market. The question isn’t ‘if,’ it’s just a matter of ‘when.’ ”

Officials ‘expect a strong show’ for retailers’ trade association’s annual summer show in new city

CBA is hoping to attract retailers and suppliers to its International Christian Retail Show (ICRS) with special promotions and offerings.

Marking its 61st anniversary in St. Louis—a Midwest location for the first time in years—ICRS is set for June 27-30. CBA Chairman-elect George Thomsen told Christian Retailing that this year’s theme—“Real People, Real Impact: It’s Why We Do What We Do”—is “about coming together as an industry.”

“No matter how our businesses are doing, where we’re located, what country we’re from or what competitors we might be facing, our business is about ministry,” he said. “And it’s about making a real impact in the lives of the people we serve.”

ICRS is looking to bounce back after total professional attendance in Denver last summer declined 20% over 2008, while international attendees saw a 28% drop. CBA declined to disclose how many individual stores were at the 2009 show.

Although attendance was significantly down and the exhibit floor shrunk from 2008, positive sales reports and an upbeat mood were the common verdict of suppliers, distributors, publishers and retailers at last summer’s show.

At press time, 175 suppliers were listed on the ICRS Web site for 2010. Just like the past two years, Thomas Nelson will again skip ICRS in St. Louis.

“The number of suppliers is tracking close to last year,” Thomsen said. “All of the major suppliers have once again committed to this year’s ICRS. … Retailer registration just opened and is earlier than last year, so we do not have comparable data. We are expecting that we will have a good showing of strong retailers in St. Louis.”

In terms of promotions, CBA is offering those who register online a chance to win an iPod and association members who sign up another retailer to join the organization will be able attend ICRS for free. Additionally, members who sign up more than five retailers to join CBA will be entered in a drawing for a family vacation for three nights in Orlando, Fla.

“Members of CBA make the best advocates and resource for helping out fellow retailers by sharing the many benefits of membership they have personally experienced,” Thomsen said.

CBA is also offering 13 training workshops—including topics such as using social media and bargain book strategies—for free to members.

“I don’t know what our past workshop fees were, but (they were) not expensive—particularly if the retailer purchased a workshop bundle,” Thomsen said. “CBA recognizes that retailers’ budgets are much tighter this year, yet the need for training remains. That is why we have made the adjustment.”

In additional, the association is offering eight free merchandising demonstrations in product categories such as apparel, fiction, fine art, gifts, jewelry and family entertainment. Just like last year, the demonstrations will be led by suppliers as they engage attendees in hands-on exercises for effective showcasing of the products. Meanwhile, bargain product suppliers will be spotlighted in the Bargain Boulevard section of the exhibit floor of America’s Center.

“Bargain product has been an area of growth in the past year for many retailers finding new avenues of profitability in the recession,” Thomsen said. “By perusing bargain booths conveniently clustered together in the same area, retailers will be able to see all the bargain product available to help them sell more to budget-conscious customers.”

At press time, CBA was still finalizing agreements with speakers for the show, which will again feature the Heart of the Artist Luncheon.

Thomsen said he was optimistic about ICRS.

“While the economy is showing signs of improvement, we still need to get together to strengthen our businesses, and be encouraged to carry out the mission of our ministry,” he said. “We’re looking forward to St. Louis with excitement to be in a new city that’s centrally located within a strong concentration of stores, and expect a strong show with dedicated retailers and suppliers in attendance.”

Tyndale House Publishers will release July 6 the autobiography of New Orleans Saints quarterback and Super Bowl XLIV MVP Drew Brees. Coming Back Stronger: Unleashing the Hidden Power of Adversity will chronicle the comeback story one of the NFL’s top quarterbacks, but also the rebirth of New Orleans and a team that many had all but written off. Co-author of Ohio State University football coach Jim Tressel’s The Winners Manual (Tyndale House), Chris Fabry will collaborate with Brees in writing the book.

Munce Group Chief Operating Officer Kirk Blank has been named president of the Indian Rocks Beach, Fla.-based retail marketing group. As president, Blank—who has been with the company 10 years—will be responsible for overseeing activities within the Munce Group, MTL (More to Life) Media and the company’s trade shows—CPE (Christian Product Expo). Bob Munce, owner of the Munce Group, will continue to perform corporate financial and strategic duties.

Speaker and author Vonette Bright has been named the first recipient of the Lifetime Achievement Award by Women in Christian Media, an organization of women working for Christian ministries and organizations. Bright—wife for 55 years of Bill Bright, who died in 2003—is the author and co-author of several books, including the “Sister Circle” series written with Nancy Moser (Tyndale House Publishers). Bright was presented with the award Feb. 26 during a pre-conference event to the National Religious Broadcasters Convention.

The title song from best-selling artist and GRAMMY winner TobyMac’s recently released Tonight (Forefront Records/EMI CMG Distribution) was used as the theme song for Major League Baseball Network’s 30 Clubs in 30 Days spring training series. “Tonight,” with John Cooper of Skillet, was featured throughout each episode of the series in March.

Reports designed to ‘raise awareness’ of importance of reporting to information pools

Christian retailers are being given the opportunity to study publishers’ sales data to help them stay on top of the market.

Stores that provide information for the PubTrack Christian data service can now obtain quarterly reports that track eight categories—Auto/Biography, Bibles, Biblical Studies & Reference, Christian Life & Inspiration, Christian Fiction, Diet & Health, Pentecostal & Charismatic and Kids.

Operated by bibliographic information specialist R.R. Bowker and marketed by the Evangelical Christian Publishers Association (ECPA), PubTrack Christian collects data from more than 500 Christian retail outlets across the country.

The Quarterly Category Analysis Reports detail the market share of publishers, leading suppliers by sales, listings of the top authors, information about average title retail price and “most efficient authors” in terms of sales per title.

Introduced last year, the reports have so far been available only to publishers. PubTrack Christian publisher subscriptions include three free category reports, with the others available for $750 each annually. Non-PubTrack Christian publishers pay $1,000 a year per category.

The response to the reports had been “very positive,” said ECPA Director of Information and Education Michael Covington, with many subscribing publishers signing up to receive additional reports.

Now retailers who provide their sales data to PubTrack Christian will be able to obtain a year of quarterly analysis reports for $49 per category. The fee was to cover administrative costs, Covington said.

“Providing these reports to retailers is not a revenue stream, but instead is meant to raise awareness of the importance of reporting to industry data pools, and the potential benefits for doing so mean that publishers can create more targeted Christian-retail strategies,” he said.

Used to produce the ECPA’s monthly best-seller lists, PubTrack Christian “was built to serve the publishing community as they seek to create better strategies for selling more books through Christian retail,” said Covington. “We are often thanked by Christian retailers who receive the lists,” he added. “We feel that stores who submit their data should also have the opportunity to benefit from the intelligence created from it.”

The PubTrack Christian data is available only to publishers and retailers involved with the Christian retail channel. The monthly ECPA charts are based on trade discounted titles selling in at least 20% of reporting stores. The association also recently launched a multi-channel sales chart, drawn from Christian, general market and Internet retailers.