Blockbuster film discounted exclusively to large chain was rejected by ‘key Christian retailers’

Some leading independent Christian retailers have been angered by their exclusion from a distribution agreement for the DVD release of the Oscar-winning The Blind Side.

However, the blockbuster inspirational film was made available to “key Christian retailers,” but rejected due to some of its content, according to the movie’s main distributor in the Christian channel.

Word Distribution representatives spoke about the offer as they responded to criticism for distributing the movie to Christian retail only through Family Christian Stores (FCS)—and not via other chains or independent Christian bookstores.

Word Distribution officials told Christian Retailing that due to company policy, they could not speak on specific business agreements—although they said that The Blind Side DVD was offered to “key Christian retailers,” but the movie was turned down due to its rating and content.

Based on the true story of an unabashedly Christian, white family’s adoption of a homeless African-American teen who becomes a football star, The Blind Side—starring Sandra Bullock, who won the Best Actress Oscar for the film in March—is rated PG-13 for one scene involving brief violence, drug and sexual references as well as language.

FCS offered a $19.97 pre-buy special for the March 23 DVD release of The Blind Side, with the chain announcing that it would give a portion of proceeds from sales to provide tuition assistance for Christian education to foster children. The video retails for $28.99. The Blind Side DVD is available to retailers through Spring Arbor Distributors, but stores have to pay more for it versus purchasing it directly from Word. FCS officials declined to comment.

Gerald Hicks, co-owner of Perfect Peace Christian Lifestyle Stores in Wichita, Kan., said he was “outraged” by the distribution agreement and sought to alert other retailers about the move. Hicks’ store is part of the Covenant Group, which provides marketing and support services to stores with annual income of more than $3 million.

Hicks told Christian Retailing that Word did not contact the Covenant Group—“of which many key retailers are a part”—about The Blind Side DVD. “I was not one of those ‘key’ retailers,” he said. “My understanding was that they called a few.”

Hicks added that when he saw the movie in theaters, he “did not walk out thinking, ‘we could never sell this DVD due to the content and language.’ ”

“In fact, quite the opposite, the strong Christian themes and content made me think it would be well-received among my customers,” he said. “In my market, I have a lot of crossover customers that will shop with us as well as Family, but Word has tried to justify their actions, essentially, by saying: ‘Family’s customer base would accept the movie, but my customer base would reject it.’ ”

Chuck Wallington, owner of Christian Supply in Spartanburg, S.C., and founder of the Covenant Group, told Christian Retailing that he had “two major concerns” about Word’s distribution agreement with FCS.

“It sets a dangerous precedent for the overall health of our industry,” he said. “As far as I can remember, this has never happened before, and I don’t believe it is healthy for an industry that is supposed to share a common goal of advancing the kingdom through what we do.

“Secondly, it gives one retailer a distinct advantage over all others in the channel,” Wallington added. “The discount available to the rest of us through distributors is a good 12-14% lower than what we would normally purchase it for through Word.”

Wallington said it made sense that Word polled some retailers. “But I do not understand why, once the decision was made to carry it for distribution, they did not offer to all retailers in the channel,” he said. “That would have been much more equitable.”

Wallington, who bought a copy of The Blind Side DVD for himself, added that Christian Supply would carry the video. “We would not promote it, but we have had customers asking, so we are stocking it,” he said. “It is a strong, family-oriented story about a family of faith who are portrayed in a positive light—a welcome change from Hollywood’s norm. If a customer asks about it, we (would) warn them about the language/content that they might find offensive.”

CBA Executive Director Curtis Riskey told Christian Retailing that Word declined to comment to the retailers’ trade association about the distribution agreement.

“I understand that Family Christian Stores is a large chain within our Christian retail industry, and I do understand that exclusives are how we do retail today,” he said. “However, Family Christian Stores don’t represent the entire industry.

“While I respect Word Distribution’s decision, and it is certainly their decision to make, I do not completely agree with it,” Riskey added. “I think that Word Distribution has been shortsighted in their distribution decision, and believe that they are leaving sales and money on the table. … We can accomplish more in sales and ministry when we all work together—chains, independents, franchises and church stores.”

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