AMC theater chain gives tentative approval to edgy BGCT ad_20904

Posted: 2/06/04

AMC theater chain gives
tentative approval to edgy BGCT ad

By John Hall

Texas Baptist Communications

After initially refusing to show a 30-second advertisement produced by the Baptist General Convention of Texas because it was “too dark,” AMC Theatres tentatively have agreed to accept a modified version.

The BGCT accepted the AMC's offer to change some of the language in the pre-movie commercial in exchange for the theaters playing the advertisement. AMC still must approve the final product.

Rick King, spokesman for AMC Entertainment Inc., said the company realized there was a misunderstanding between the parties about each side's willingness to compromise.

Once that issue was cleared up, the two sides agreed to put a slightly altered clip on 133 AMC screens in the Dallas-Fort Worth metroplex starting Feb. 20.

Regal Entertainment Group is airing the original advertisement on 190 screens in Houston, Dallas, Fort Worth, Austin and San Antonio.

The original commercial showed a young man who says: “Want to see the most scandalous story ever? It's full of betrayal, sin, adultery, greed, envy, weakness, poverty, torture, murder, redemption.”

A narrator adds: “Now playing at a Baptist church near you.”

As the actor says his line, the first eight attributes appear in large white letters against a black background.

The scene shifts back to a close up of the man when he says “redemption.” As the narrator speaks, the BGCT web address is shown.

The modified version will replace adultery, torture and murder with deceit, anger and fear. The commercial will comply with other AMC guidelines that do not allow religious symbols, the word “God” or Bible quotes.

In some theaters that are not equipped to play the commercial, AMC and Regal will show a slide advertisement that reads, “What's the most scandalous story ever? Find out at a Baptist church near you,” and provides the BGCT web address and convention name.

The convention web site will provide a church locator to help moviegoers find a Baptist church near them.

The initially controversial words as well as the word “redemption” can be seen faintly in the slide's background.

The compromise allows the BGCT to deliver the message of hope that is preached in Texas Baptist churches while complying with AMC's guidelines, said Becky Bridges, BGCT communications director.

“I'm grateful,” she said. “The most important word is redemption. That's the message.”

The commercial is designed to capitalize on a heightened interest in spiritual matters with Mel Gibson's upcoming “The Passion of the Christ,” which opens Feb. 25, and best-selling books like “The DaVinci Code,” Bridges said.

“People are talking about culture,” Bridges said. “They're talking about faith. They're talking about the movie. Specifically, they're talking about Jesus.

“The purpose of this piece is to help people find answers to the questions they are asking.”

Bridges admitted the commercial is not the typical religious advertisement, but it needed to be different to reach moviegoers.

The convention is believed to be the only religious organization to use this type of advertising at this time, Bridges said.

“It has to be a little edgy,” she said. “It is a movie theater. If it were real fluffy, I'm not sure it would have any impact. It would come across as insincere.”

Originally, AMC decided not to show the advertisement, not because of the religious content, but because it carried too many negative connotations that are not appropriate for younger viewers, King said.

Cinema advertisements must be shown on all or none of an AMC theater's screens.

Bridges disagreed, saying the advertisement is meant to deliver the positive message of redemption.

The issue became increasingly public during the last week as more and more media outlets nationwide learned about the situation.

Many aired the advertisement. The BGCT web site has received comments on both sides of the discussion.

That was not the intended purpose, but media have relayed the message of redemption, Bridges noted.

“We were trying to engage people in a conversation about Jesus,” Bridges said.

To view the clip and slide, visit www.bgct.org/passion. For more information on how to get the advertisement played at a nearby theater, contact the BGCT at (214) 828-5220.