Family-friendly and faith-related films make a small but growing niche for many Christian retailers.

The trend has seen movies and other DVD products occupy a prominent position at stores like Cedar Springs Christian Stores' three Knoxville, Tenn., area outlets.

After barely registering three years ago, DVDs now fill a 24-by-6-foot shelf at the main store, reflecting the category's 100% sales increase last year. That activity prompted buyer Vicki Geist to create a "DVD of the Month," priced at $5.97. She discounts others $4 to $10 to compete with general market stores.

Though still accounting for only 5% of Cedar Springs' volume, "you can't balk at (it)," Geist said. Among other stores seeing a healthy rise is Christian Bookshelf in Grand Forks, N.D., where sales were up 75% the last two years.

While Fox Faith has led studios' efforts to tap into the faith-based market, there are said to be more than 20 multimillion-dollar investment groups forming to produce faith- and family-friendly movies.

Fireproof, a drama about a firefighter who turns to God after suffering marital discord from the makers of the surprise hit Facing the Giants, is to premiere at the International Christian Retail Show next month and release nationwide in September. The DVD is set for an early February 2009 release.

Read the full report in the July 7 issue of Christian Retailing International.

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