Lighting up the big screen

With a savvy grassroots marketing strategy, the movie earned the No. 4  spot at the box office during its premiere weekend, Sept. 26-28.

The film is about a firefighter (actor Kirk Cameron, pictured at left with actress Erin Bethea) facing challenges in his marriage. He has to find a way to rescue his marriage which is spiralling downward toward divorce. The Lord becomes his rescuer, helping to place the first responder and his wife on the safe path of faith.   

The folks behind the film have much to say about the movie’s success.

“Opening weekend turnout is a testament to grassroots marketing,” Ben Howard, Provident executive vice president, said in Christian NewsWire release. “We spent nine months getting this movie and its message to the right people … now it’s charging away on its own momentum.”

Michael Catt, senior pastor of Sherwood Baptist Church of Albany, Ga., and the film’s executive producer, said “We believe good stories can have a good effect. This film was made by a small army of people who poured into something bigger than themselves — into not just a movie, but a movement to restore and uplift marriages across the country.”