Former EMI CMG Distribution President Rich Peluso is back at the International Christian Retail Show (ICRS) this week in a different role-as the newly appointed vice president of Affirm Films, the Sony Pictures Home Entertainment (SPHE) division created to produce movie projects for the faith-based community.

Peluso takes on the role after serving as a consultant to SPHE for two years, during which time he helped bring Faith Like Potatoes, an award-winning biopic about an African evangelist, to an American audience.

Peluso said the SPHE move was an indication of the company's increasing commitment to developing films that were family-friendly or faith-based. In 2008, SPHE released one such film, with four projects due out this year. Meanwhile, around 100 other projects were under consideration, with several releases due in 2010.

During his time in Denver, Peluso has been meeting with filmmakers, authors and agents, as well as key accounts and marketing partners. With a growing demand for inspirational and faith-based movies from consumers, he noted that some Christian retailers were becoming more aware of the potential of the category.

"When Christian retailers close their books on 2009 and look back at the factors that were their business drivers, Fireproof will be in the top one or two or three. The numbers are off the chart," he said. "I think there's a great awakening to the power of film to deliver a message of truth."