The DVD release of The Blind Side was made available to "key Christian retailers," but the blockbuster inspirational film was rejected due to some of its content, according to the movie's main distributor in the Christian retail channel.

Word Distribution representatives spoke about the offer as they responded to criticism for distributing the movie to the Christian retail channel 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 earlier this month--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 will 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 will have to pay more for it versus purchasing it directly from Word.

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 Christian retailers. Hicks could not be reached to comment on Word's explanation.

CBA Executive Director Curtis Riskey told Christian Retailing that Word declined to comment to the retailers' trade association about the situation. "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," Riskey said. "However, Family Christian Stores don't represent the entire Christian retail 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."

Word's decision sparked an industry debate about distribution practices, prompting comments from retailers and industry professionals regarding Christian Retailing reports on the matter.

Commenting online on the Christian Retailing Web site, Sara Bowling--resource center manager for Gateway Church, located in the Dallas/Fort Worth, Texas area--said that she had contacted Word for an explanation, "and received a very logical one."

"Word surveyed several independent Christian retailers as to whether or not they would sell the movie, and the response was that they would not sell the full version," Bowling wrote. "They would need an edited version due to the fact that there is some foul language in the movie. FCS decided to take the risk on it, and that is why Word is just distributing it through them. I think we should work together on this one and understand the reason behind the decision."

Click here and here debate to read previous Christian Retailing stories on the subject and numerous comments from readers.

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