Twentieth Century Fox Home Entertainment (TCFHE) has formally announced Fox Faith, the new branded distribution label promoted at the International Christian Retail Show (ICRS) in July, to house its growing portfolio of faith-based entertainment.

Established for Christian retailers and churches/ministry organizations as a collection of inspirational films they can recommend and promote among their congregations, the new consumer and retail brand will be comprised of filmed entertainment that contains a clear Christian message or is based on material by a Christian author, a TCFHE statement said.

Fox Faith will be a home-entertainment distribution label as well as the marketing engine for limited theatrical releases of films specifically made for and targeted to the Christian audience or any seeker of inspirational and spiritual entertainment, TCFHE said in a statement.

Plans also call for a minimum of six Fox Faith films to be theatrical releases per year, each of which will be supported by a comprehensive marketing campaign valued at nearly $5 million and targeting the core audience through television, newspaper, direct mail and other grass-roots marketing activities. Theatrical releases will be available in selected markets through Carmike Theaters, AMC and other regional theater chains, the statement said.

“We're in the business of entertainment, not proselytizing,” said Jeff Yordy, vice president of marketing for Fox Faith. “We simply recognized that there was a hugely underserved audience and seized the opportunity to provide them with high-quality entertainment that reflects their values.”

Fox Faith “has truly come to represent relevant and compelling programming that our consumers and retailers know they can trust,” he said.

The studio recognized the need for a Christian label in 2002, and has been releasing products in the Christian market since then. To date, Fox Faith has sold more than 30 million faith-based DVDs, and in the Christian market has dedicated sections in more than 1,100 stores, with Fox Faith becoming a $200 million retail business.

Among the many titles released to Christian stores under the Fox Faith banner are Be Still, Mother Teresa, End of the Spear, The Passion of The Christ, The Visitation, Love Comes Softly, Love's Enduring Promise, Woman Thou Art Loosed, Billy Graham Presents and the documentary Beyond the Gates of Splendor.

On Oct. 6, the fourth installment film of the “Love Comes Softly” series by Janette Oke, Love's Abiding Joy, will be released to theaters for a limited run.