Adaptation of Karen Kingsbury novel praised by film critics, sparks 'Demand It' social-media campaign

Like Dandelion Dust—based on the 2006 Center Street novel by New York Times best-selling author Karen Kingsbury—created a media buzz with its adoption topic and acting performances hailed by critics, when it was released in theaters in September.

Starring Academy Award winner Mira Sorvino, Golden Globe nominee Barry Pepper and introducing child actor Maxwell Perry Cotton, Like Dandelion Dust (LDD) centers on the battle between adoptive and birth parents over a 6-year-old boy.

Bobby Downes—co-producer of the independent film with his brother, Kevin—told Christian Retailing that although the movie debuted in only 25 theaters Sept. 24, it was "on track," adding 36 more screens the following weekend.

"This is a word-of-mouth-driven film," he said. "People cannot help but talk about it after seeing the movie. Mainstream and Christian film critics love this film."

The film—which has seen mostly positive reviews, including being called "the next Blind Side" by USA Weekend, has won more than 35 film festival awards since January 2009—including a dozen Audience Choice Awards for Best Picture. It also received the Heartland Truly Moving Picture Award.

Supporters of the film, including some Christian retailers and suppliers, worked to spread the word about the movie via a social-media campaign to have it shown in more theaters.

"Hundreds of local grass-roots leaders have mounted 'Demand It' campaigns on Facebook … (to) bring the movie to their towns," Downes said. "Karen Kingsbury has an incredibly loyal and supportive (fan) base. They are very, very supportive of Karen's first feature film."

Family Christian Stores sponsored Like Dandelion Dust screenings in select cities, with store managers offering moviegoers with tie-in merchandise and giveaways, he said. Kerusso—the official apparel partner for the movie—also sponsored a screening of the movie in Rogers, Ark.

"After seeing clips from Like Dandelion Dust and hearing the mission behind the movie, I knew it was something that the residents of Northwest Arkansas needed to see and experience, and I wanted to ensure they would have the opportunity," said Kerusso CEO and President Vic Kennett. A portion of Kerusso's sales of Like Dandelion Dust T-shirt and totes will be directed toward orphan care in Haiti.

Additionally, Hachette Book Group released movie tie-in editions of the book in mass market and trade paper formats in September.

Suzanne Kuhn, who through her Suzy Q business has served as events coordinator for Kingsbury since last October, told Christian Retailing that her husband Shawn's chain of seven bargain bookstores in five states promoted the movie—the first Kingsbury novel to be translated to screen.

"It's a no-brainer for us to get on board to support the movie," said Suzanne Kuhn, noting that the chain has large Christian product sections. "Moviegoers are going to want to buy the book at the store because they'll love the movie."

Rated PG-13 for mature thematic elements, including domestic violence and alcohol abuse, Like Dandelion Dust is not as explicitly Christian as the novel.

Althought at first Kingsbury was disappointed that the film did not have a stronger faith message, she told Christian Retailing that she changed her mind after she saw how people responded to it.

"The movie has less of an overt faith message than the book," said Kingsbury, whose three of six children are adopted. "But that's not to say that you don't walk away changed.

Kingsbury said the support of Christian retailers and her readers for the film was "crucial."

"It is enormously important to have the support of Family Christian Stores and others," she said. "It brings tears to my eyes and deep gratitude to my heart when I hear of so many of my friends in Christian retailing getting behind this movie, and recommending customers to get to the theaters and see this film."

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