CBA will spotlight new films and DVDs during the International Christian Retail Show (ICRS), to be held June 23-26 at America's Center Convention Complex in St. Louis. According to the trade association's CROSS:SCAN sales data, DVD sales through Christian stores increased 16.6% from 2010 to 2012, and the category represents about 12% of total sales of Christian retailers.

In addition to previewing new faith-based films and DVD releases, the ICRS Film Showcase will feature a workshop exploring media retailing in the digital age.

CBA President Curtis Riskey said films and DVDs are critical tools to help deliver the gospel message in a digital age, and quality Christian films cuts through cultural noise by delivering messages through story.

"We need to better understand where our world is so that we can better reach our culture," he said. "Christian film can be used to reinforce the faith and reach our world. Jesus was knowledgeable about culture to be able to do two things: minister to people who were in it and understand what images, tools and concepts would reach His world."

More than 5,000 DVD titles had reported sales through Christian stores in 2012, CBA said. Scheduled for June 26, the workshop "Retailing in the Digital Media Age: Where does your store fit in the value chain?" will explore how Christian retailers can maximize ministry and business opportunities in the growing Christian media segment. Workshop moderator Dick Rolfe of The Dove Foundation said that merchandising physical product and digital product are not mutually exclusive.

"With some creativity they can be blended to increase consumer impact and enhance the sales experience," Rolfe said. "This panel will provide valuable insights into that process."

Click here for more information on ICRS.

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