Gerald Hicks, co-owner of Perfect Peace Christian Lifestyle Stores in Wichita, Kan., says he is unhappy because Word Distribution is distributing the blockbuster inspirational film to the Christian retail channel only through Family Christian Stores (FCS)--and not via other chains or independent Christian bookstores.

Word Distribution officials, who declined to issue a statement for the Christian Retailing story that prompted comments from retailers and industry professionals, could not be reached for comment.

FCS is offering a $19.97 pre-buy special for the March 23 DVD release of The Blind Side, with the chain announcing that it will 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 will have to pay more for it versus purchasing it directly from Word.

"I have not heard from Word at all," Hicks told Christian Retailing. "They have kept a very low profile. I know CBA is not happy and is working on this issue as well. Nothing will be done obviously in time to rectify The Blind Side DVD issue, but hopefully something can be done in the future. I am hearing nothing about this DVD release in the Christian channel, which is very sad because it should be a major release for us."

CBA officials could not be reached for comment. Hicks' store is part of the Covenant Group, which provides marketing and support services to stores with annual income of more than $3 million.

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 this situation." "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."

Jeff Williams, co-owner of Bible Book Store in Victoria, Texas, said that Word's decision was "counter productive in building trust between retailers and vendors." "I will carry the video (by) purchasing (it) through Spring Arbor," he said. "We have had many people ask us if it will be available. To be very honest, I was caught off guard by this announcement as I did not anticipate Word cutting the legs out from under the very industry that has supported them through many years."

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 earlier this month--has made more than $250 million at the box office since its November release.

Click here to read the initial Christian Retailing story and numerous comments from readers.

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