Grass Roots are Getting Thick
For the last several months, a number of promotional efforts dependent on volunteers have been beating the bushes at rock concerts, conventions and so on to help raise awareness about the upcoming Narnia film. Now another one has joined the list. Here's the latest on these quasi-grass-roots efforts.
- The UK's Christian Today reports that Steve Douglass, president of Campus Crusade for Christ, "says the movie offers unprecedented evangelistic oppotunities, because 'Lewis' work' presents well the good news of Jesus Christ, through which Christians will have a unique opportunity to share their faith." This kind of typifies what's behind these grass roots efforts: the idea that the Narnia film is worth promoting sight-unseen because it's a sure bet for evangelistic opportunities. Never mind the movie's artistic merits... Personally, I don't expect to recommend the movie until I actually see it—the same as I would treat any other movie. But read the article and see what you think.
- Okay, I'll try to get this one straight. The "Matthews House Project," which is a faith-and-culture initiative backed by some heavy-hitting writers and editors, is backing a campaign called "Narnia on Tour," which appears focussed on promoting appearances this fall by prominent writers and scholars. Part of the Narnia on Tour campaign is an effort to recruit volunteers for "street teams." From the website: "Are you interested? Here's what it's all about. We need your help to spread the word. There are a few things we need to send your way including posters and flyers about the tour. We're looking for at least 2 street team members per city, people who are serious Lewis lovers and want to let others know better about his work." Sound interesting to you? Check it out. The website also has a list of interesting Narnia-related events in various cities—maybe yours!
- The Ground Force Network, which is in at least the fourth month of its promotional campaign for the Narnia film, has recently issued a press release that describes itself as "a viral marketing company for faith-based products, music releases, films and events." The press release gives a complete rundown on the concept behind the marketing effort, and how it combines both conventional publicist activities with volunteer workers. Check this out. I'm not making it up. It's their own press release. Am I the only one who finds this whole thing really odd?
posted by Greg Wright at 14.9.05
5 Comments:
Being rather close to what Narnia on Tour is up to (I'm part of the Northern Michigan C.S. Lewis Festival, one of the stops on the tour, as well as a Tyndale author), I think it's important to mention that the Tour is not about the movie at all, nor about generating interest in the film. It's about fostering community dialogue on Lewis's life and works BEYOND the hype -- especially for those who are just discovering "there's more to C.S. Lewis than meets the movie screen." So Disney and Walden are not involved at all.
Oh, and I should also mention that even though Doug Gresham is a keynote speaker for this year's Northern Michigan C.S. Lewis Festival (again, one of the stops on "Narnia on Tour"), it's completely at the festival's initiative and its own expense, with the help of local sponsors. As far as we can tell, we're barely a blip on Disney/Walden's radar.
Thanks for the clarifications, Sarah. The chain of links associated with the Narnia on Tour webpage is pretty complicated to sort through. As an educator myself, I'm particularly glad to hear that the emphasis is on "fostering community dialogue on Lewis's life and works BEYOND the hype."
Yet while it may be true that the Tour is not "about generating interest in the film," it's fair to say that the Tour is piggy-backing on the hype surrounding the film, isn't it? Or has the Tour existed in past years as well?
It's certainly a good thing -- and I just found out that the Past Watchful Dragons Conference at Belmont this November, at which I'll be presenting a paper, is a stop on the Tour as well.
So we're all getting caught up in the hype one way or another, aren't we?
Thanks again for the added info.
Yes, there's certainly a cultural wave to ride right now. I sometimes wonder what makes the difference between a prime teachable moment and merely jumping on the bandwagon. But I strongly sense that as Christians we're called to point people to that which is timeless and eternal in the midst of the temporary and fleeting. So it's a tricky dance
"Tricky dance" is a good expression for it. And sometimes, the funnest dances are the tricky ones!
Thanks for being willing to join the dance. Who needs more wallflowers, eh?
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