As the market for faith-based films has become more competitive, so has the marketing. Connecting directly to churches is still important, but the “value that marketing has is diminishing.” That’s because younger churchgoers crave authenticity from the pulpit, according to Chris Hansen, chair of the Department of Film and Media Studies at Baylor University in Texas. “Helping to market Hollywood films doesn’t come across as very authentic.” Chris Stone, founder of Faith Driven Consumer, says pastors are more cautious “because there have been so many times that pastor has been approached.”

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