Fathom Events has quickly become a competitive player in the faith-based film scene. Recent successes include Worship Night in America, showcasing music and messages from the likes of Chris Tomlin and Max Lucado, and an advanced screening of Lee Strobel’s The Case for Christ, which featured an exclusive live Q&A.
Unlike theatrical releases, a Fathom Event is a one-night-only showing that often includes some type of bonus content. Christian comedian Chonda Pierce found success partnering with Fathom Events for the initial release of the documentary Laughing in the Dark. Her full-length follow-up, Enough, debuted April 25 in more than 800 theaters nationwide.
“Fathom Events works well for mission-or personality-driven content since we can be in hundreds of theaters and cover most of the country at a fraction of the price of a theatrical release,” offers Kent Songer, managing director of Fuseic Entertainment, the company behind Pierce’s documentaries. “For faith-based films that have smaller budgets, the Fathom model is an excellent way to expose message-based films to a wide audience.”
For retailers, Fathom Events presentation of films like Enough can be an opportunity to expose new customers to the products and services their stores offer.
“Retailers need to be aware of what theaters the movie is playing in in their city,” Songer insists. “The audience for Enough is Christian women, 30 to 55 years old—the main customer for Christian retailers. With some marketing savvy—like handing out flyers with coupons outside the theater as the audience leaves—they can capture those who have never been to their store or only visit once or twice a year.”