HIGH POINT, N.C., May 20, 2010 ? Dr. James Trammell, assistant professor of electronic media at High Point University, recently published an article in “The Journal of Media and Religion.”
The article, “Who Does God Want Me to Invite to See ‘The Passion of the Christ?': Marketing Movies to Evangelicals,” covered marketing strategies for selling the film, “The Passion of the Christ.” Trammell says that Evangelical churches were sent Bible study curricula based on the film, and DVDs featuring interviews with Mel Gibson with the intention that they would be played during Sunday worship services
“I looked at how these materials addressed concerns that evangelicals would have about the movie (e.g. would it be authentic and accurate, and would it be OK to see if it were rated ‘R’),” Trammell says. “I was surprised at the degree to which the marketing did not take it for granted that Christians would naturally want to go see the movie. The marketing acknowledges that evangelicals can be skeptical of movies about Jesus, and it did not assume the film would have a ‘built-in’ audience of church-goers. I’m also surprised at the degree to which churches were used to explicitly sell a product during worship services. To show a DVD preview of the movie as part of Sunday morning worship seems to be only a step away from saying ?Today?s opening hymn is brought to you by Subway. Eat fresh.'”
At High Point University, every student receives an extraordinary education in an inspiring environment with caring people. HPU, located in the Piedmont Triad region of North Carolina, is a liberal arts institution with 3,700 undergraduate and graduate students from 50 countries and 44 states at campuses in High Point and Winston-Salem. It is ranked by US News and World Report No. 5 among comprehensive universities in the South and No. 1 in its category among up-and-coming schools. Forbes.com ranks HPU in the top 6 percent among “America’s Best Colleges.” HPU was included in The Chronicle of Higher Education’s “Great Colleges to Work For” 2009 listings. The university offers 68 undergraduate majors, 40 undergraduate minors and seven graduate degree programs. It is accredited by the Commission of Colleges of the Southern Association of Colleges and Schools, and is a member of the NCAA, Division I and the Big South Conference. Visit High Point University on the Web at www.highpoint.edu or on Twitter at http://twitter.com/highpointu.
Vice President for Administration