Sony Pictures hack fuels speculation about studio's possible sale





A paralyzed computer system has hampered the studio's ability to make deals, promote upcoming movie releases and conduct business. Some employees at the Culver City film and television studio still were having trouble accessing their email this weekend.

But, beyond the day-to-day running of a studio, there's a sense in Hollywood that big changes are ahead.

"Major upheaval will occur at Sony," said Jeffrey Cole, director of the Center for the Digital Future at USC's Annenberg School. "This will reset the studio's relationship with Japan."

Emails released on the Internet by hackers show that Sony Corp. Chief Executive Kazuo Hirai had been concerned for months that "The Interview" could be trouble, given that the comedy depicted the fictional, gruesome assassination of North Korean leader Kim Jong Un.

Hirai ultimately agreed to the film's release, but analysts say that may not be enough to save the jobs of Sony Pictures' top two executives, Michael Lynton and Amy Pascal. They canceled the Christmas Day release of "The Interview" in the wake of terror threats on cinemas. Theater chains had worried about the safety of moviegoers and the impact on box office receipts over the crucial holiday season.

That decision, however, drew scorn from many — including President Obama — that the studio capitulated to a hollow threat from the North Korean hackers who federal officials say launched the cyberattack. This only added to the controversy surrounding the film.

"The current situation is likely to be a strain on relations with the Japan headquarters," said Jochen Legewie, a crisis advisor and a managing director of the global consultancy CNC Japan.
Sony declined to comment, though it issued a statement Friday condemning the attacks and explaining its position.

North Korea decries U.S. allegations on Sony hack; U.S. turns to ChinaThe studio is a relatively small part of Sony Corp., which has from time to time triggered speculation that the parent company might want to sell it. Sony, with $75 billion in annual revenue, acquired the studio in 1989 for $3.4 billion, lured by the long-term benefits of crafting a wide-ranging entertainment business — one in which music, film and TV projects could serve as the "software" for Sony's television sets.

Its financial performance has been mixed. For its most recent quarter ended Sept. 30, Sony Pictures lost $10 million on revenue of $1.7 billion. The damage from the cyberattack — estimated to be in the tens of millions of dollars, at least — won't help.

"The hacking scandal has underscored the risks associated with owning a film studio," said Laura Martin, a Needham & Co. senior media analyst.

Martin believes the prospect of future cyberattacks makes it "more likely Japan is going to decide they can't take this level of scrutiny" and could decide it's better off without the headache.
Even so, studios remain prized assets.

Leslie Moonves, the ambitious chief executive of CBS Corp., has long wanted to own a major Hollywood studio. His network is the only one not partnered with a bustling film division. NBC is connected to Universal Pictures, ABC is a unit of Disney and the Fox network is under 21st Century Fox.

CBS declined to comment on possible interest in acquiring Sony. Such a deal, however, would enable CBS to add Sony's vast television holdings. The studio controls a library of syndicated shows, including "Jeopardy," and produces hits such as "The Blacklist" for NBC, "The Goldbergs" for ABC and a forthcoming spin-off to "Breaking Bad" called "Better Call Saul" for AMC.

Wealthy Chinese investors also have made no secret of their interest in buying a Hollywood film studio.

Alibaba Group, China's largest e-commerce company, has been on the hunt to buy a film studio to expand its distribution of films to customers. Chief Executive Jack Ma, who led the company to the largest initial public offering ever this year, met with Hollywood executives in October to scope out potential partners.

Sony hack updates: North Korea's Internet connection goes downBillionaire Wang Jianlin, who owns China's biggest cinema chain, Dalian Wanda Group, said last month that he was interested in a studio deal. He expressed interest in Lions Gate Entertainment, the $4.7-billion studio behind "The Hunger Games" films. He also held discussions about investing in Metro-Goldwyn-Mayer, the independent producer of James Bond films.

The discussions so far have not led to a deal.

Another potential buyer could even be Lions Gate, according to emails that came out in the Sony leak.

Last summer, activist shareholder Daniel Loeb, whose firm Third Point then owned about 7% of Sony, tried to broker a deal between Sony and Lions Gate. Loeb talked with a top Sony USA executive about arranging a meeting with Hirai in Japan, according to emails reviewed by The Times. Third Point declined to comment.

Sony Corp., of course, may have no plans to sell the studio. During a conference with investors in Tokyo last month, Hirai said the company expects to increase revenue at Sony Pictures to $11 billion annually in three years. That is more than a 35% increase over this year.

But if it takes that course, there would be much rebuilding ahead, industry observers say.

The disruption to Sony Pictures' business could lead it to miss out on near-term business opportunities such as closing a deal for a hot new spec script. What's more, a loss of faith by industry operators in the studio's ability to protect its data could hurt efforts to attract top talent, according to entertainment industry analysts.

Relationships with actors who were disparaged in Sony executives' emails could be irreparably damaged. Among those denigrated in leaked messages were Kevin Hart, Adam Sandler and Angelina Jolie. One of those most hurt by the emails was Pascal, who met with civil rights advocate Al Sharpton last week to apologize for her racially insensitive comments about President Obama.

"There are going to be repercussions," said longtime media analyst Harold Vogel. "They are going to lose momentum. This will be a big hit to Sony's earnings performance for quite awhile. It could take at least two years to recover."

As Sony Pictures begins the cleanup in the wake of the cyberattack, it also must press on with prep work for next year's slate of films.

Perhaps the surest bet among its planned releases is "Spectre," the new James Bond film. The Daniel Craig-starring picture, a joint production of Sony and MGM Studios, will premiere Nov. 6, 2015.

Other forthcoming projects include the Robert Zemeckis-directed "The Walk," which stars Joseph Gordon-Levitt as French tightrope walker Philippe Petit; "Chappie," from "District 9" director Neill Blomkamp; and comedian Sacha Baron Cohen's "Grimsby."

Sony Pictures hackedSome believe Sony will eventually get back on track as the studio turns to its next slate of films. One thing in its favor, at least with Hollywood's creative community, is its reputation for making edgier films that other studios would pass on.

Times staff writers Joe Bel Bruno and Richard Verrier contributed to this report.
Copyright © 2014, Los Angeles Times

'Citizenfour' Producers Sued Over Edward Snowden Leaks

 
The lawsuit filed on behalf of the American people wishes to hold The Weinstein Co., Participant Media and others liable for aiding and abetting Snowden.

The U.S. government still wants to get its hands on Edward Snowden, the former CIA officer who has detailed the extent to which the NSA spies on citizens. Here's a timely question: Would the federal government ever do anything about Citizenfour, the Oscar-contending documentary that features Snowden?

So far, the Barack Obama administration has given the film a pass, but on Friday, one former government official decided that enough was enough.

Horace Edwards, who identifies himself as a retired naval officer and the former secretary of the Kansas Department of Transportation, has filed a lawsuit in Kansas federal court that seeks a constructive trust over monies derived from the distribution of Citizenfour. Edwards, who says he has "Q" security clearance and was the chief executive of the ARCO Pipeline Company, seeks to hold Snowden, director Laura Poitras, The Weinstein Co., Participant Media and others responsible for "obligations owed to the American people" and "misuse purloined information disclosed to foreign enemies."

It's an unusual lawsuit, one that the plaintiff likens to "a derivative action on behalf of the American Public," and is primarily based upon Snowden's agreement with the United States to keep confidentiality.

Represented by attorney Jean Lamfers, Edwards appears to be making the argument that Snowden's security clearance creates a fiduciary duty of loyalty — one that was allegedly breached by Snowden's participation in the production of Citizenfour without allowing prepublication clearance review. As for the producers and distributors, they are said to be "aiding and abetting the theft and misuse of stolen government documents."

The lawsuit seeks a constructive trust to redress the alleged unjust enrichment by the film. A 1980 case that involved a former CIA officer's book went up to the Supreme Court and might have opened the path to such a remedy, though the high court said nothing about orders against private citizens like the filmmaker. Assuming Edwards has standing to pursue the lawsuit — hardly a given — wouldn't that be censorship?

"This relief does not infringe upon First Amendment rights but maintains a reasonable balance between national security and the fundamental Constitutional protections of Freedom of the Press," the lawsuit states. "No censorship occurs and no public access is restrained. Rather, upon information and belief, this lawsuit seeks relief against those who profiteer by pretending to be journalists and whistleblowers but in effect are evading the law and betraying their country."

Edwards is clearly upset by Snowden's actions, calling them "dishonorable and indefensible and not the acts of a legitimate whistleblower," as well as by Hollywood for "omit[ting] from the storyline" perceived acts of foreign espionage, and Poitras for doing things like "hiding [Snowden] in her hotel room while he changes into light disguise, accepting all of the purloined information to use for her personal benefit financially and professionally, filming Defendant Snowden’s meeting with a lawyer in Hong Kong as he tries to seek asylum…"

Participant Media said it had no comment about the lawsuit.
 
Email: Eriq.Gardner@THR.com

Hollywood filmmakers to fly drones on movie sets



The Federal Aviation Administration proclaimed a new era in aviation in September when it granted permission to six Hollywood filmmakers to fly drones on movie sets, a decision that opened the door to commercial drone flights in the United States.

“These companies are blazing a trail,” Transportation Secretary Anthony Foxx said at the time. “We are thoroughly satisfied these operations will not pose a hazard to other aircraft or to people and property on the ground,” added Michael Huerta, the chief of the FAA.
 
What the FAA did not reveal, however, was that senior officials had overruled objections from some of its safety inspectors, who had warned after a formal review that the filmmakers’ plans were too risky and should be prohibited, according to documents and e-mails obtained by The Washington Post.

The warning turned out to be prescient. On Wednesday, a camera-toting drone operated by one of the filmmakers, Pictorvision, flew off a set in California and disappeared, according to an FAA report. Tom Hallman, the president of Pictorvision, said crew members found the 20-pound drone the next day in “rugged terrain” on a private ranch about 100 yards from where they had been filming near Santa Clarita. He said no one was injured.

Since giving the go-ahead to Hollywood cinematographers three months ago, the FAA has been swamped with requests to fly drones from other companies. As of Friday, 167 applications from an array of industries were pending, and the government is bracing for hundreds more next year.
Several FAA employees, speaking on the condition of anonymity for fear of retaliation or losing their jobs, said supervisors are pressuring analysts to rubber-stamp the applications without a rigorous safety review.

“There’s huge political pressure to do quick approvals,” said one former FAA flight safety official. “Congress made very clear what they want, and safety is not at the forefront because of pressure from the industry.”

Safety inspectors said they were being marginalized in other ways. Last month, the FAA hired a lobbyist for the Hollywood filmmakers and other companies that want to fly drones. His task? Suggest ways to speed up the approval process.
 
“How is this not a conflict of interest?” Lance Nuckolls, an FAA safety inspector, complained in an e-mail to colleagues. “I’m now officially numb with total dismay and disgust with our leadership.”

After The Washington Post raised questions about the arrangement, the FAA acknowledged that it had been a conflict of interest and said it ended the contract Thursday.

The FAA’s caseload is cresting at a critical time and is aggravating disagreements within the agency over how to open the nation’s skies to drones. Cheap, easy-to-fly drones equipped with video cameras have become hugely popular with consumers and hobbyists. But in the absence of clear safety standards and effective oversight, the robotic aircraft are interfering with air traffic and threatening passenger planes.

Since June 1, pilots have reported 25 near-collisions with rogue drones and about 150 other incidents in which drones were spotted in forbidden airspace. Although most weighed only a few pounds, aviation experts said they could have caused a midair disaster if they had struck a plane or helicopter in a vulnerable spot.

Drones can also hurt bystanders on the ground. According to an FAA document, four people have been killed in recent years around the world after remote-controlled aircraft crashed into them.
James H. Williams, the head of the FAA’s unmanned-aircraft integration office, declined an interview request or to comment for this story. Last month, during a panel discussion at a drone-industry conference in Tysons Corner, Va., he said the agency always puts safety first.

“There are approximately 48,000 people in the FAA, and as far as I know, all of them have an opinion on unmanned aircraft integration, so coordinating across that body is an interesting challenge,” 

Williams said. “The FAA remains committed to our primary mission of safety, and that’s safety not only for the other aircraft in the air but for people and property on the ground.”


In a statement provided to The Post, the FAA said its drone application process was “rigorous” and “transparent.”


“The safety case for each application is thoroughly analyzed and the rationale for each decision is publicly available,” the FAA said. “As with any emerging technology, there is a very active debate about how to approach integration, and the FAA has decided to take a staged approach.”
Struggling to keep up
Bogged down by staff shortages and a slow-moving regulatory structure, the FAA has failed to keep up with rapid technological advances in the drone industry.

Although Congress has ordered the agency to integrate drones into the national airspace by September 2015, U.S. officials expect the FAA will miss the deadline by at least two years before it can finalize regulations for drones weighing less than 55 pounds. Devising rules for larger drones will take even longer.

Until then, the FAA has stitched together an interim patchwork of guidelines. Businesses are prohibited from flying drones without special approval. Recreational drone flights are allowed as long as the aircraft stay below 400 feet and five miles away from an airport. The military and other government agencies need a certificate to fly in civilian airspace.

The guidelines, however, are routinely ignored by drone enthusiasts. With an estimated half-million small drones spinning around America’s skies, the FAA has been overwhelmed.

To alleviate pressure from lawmakers and drone manufacturers to adopt a permanent set of rules more quickly, the FAA announced in May that it will offer a temporary remedy.

The agency said it will consider granting approval to certain types of low-risk businesses — such as pipeline inspectors, filmmakers and corporate farmers — to fly drones weighing less than 55 pounds. Requests would be reviewed on a case-by-case basis.

Within days, applications started pouring in.

Insurance giant State Farm wanted to fly 15-pound drones over houses to conduct roof inspections. Chevron and Dow Chemical wanted to use drones to keep an eye on their oil, gas and chemical plants. Amazon.com wanted to test drones to see if they can reliably transport packages to customers’ doorsteps (Jeffrey P. Bezos, the chief executive of Amazon, also owns The Post).

Each of those cases is pending. The FAA has said its policy is to make a decision on each application within 120 days. It met that timetable for the Hollywood filmmakers but has struggled to keep up with the avalanche of new cases.

From the outset, several FAA aviation-safety inspectors complained that senior officials were more interested in speedy approvals than ensuring safety, according to documents and e-mails.

“As I’ve said before, we can do this job ‘good’ or we can do it ‘fast,’ but we can’t do it ‘good and fast,’ ” James Ryan, an aviation-safety inspector, said in a July 24 e-mail to the FAA official in charge of reviewing the applications and several other colleagues.

No anti-collision systems
Satellite-guided drones can be purchased for less than $500 and flown right out of the box. But their affordability and simplicity masks a lack of basic safeguards that are required for other aircraft.
A fundamental principle of aviation safety is that pilots must be able to see and avoid other planes and objects in the sky — something that drones cannot do. Drones are equipped with cameras that have a limited field of vision. Researchers are working on substitute technologies, but solutions are years away.

Most models are too small to carry radar, transponders and anti-collision systems that regular planes rely on to avoid crashes. Radio transmissions that control navigation are vulnerable to interference and hacking. Many consumer drones are prone to “flyaways,” or flights that vanish and stop responding to commands.

The FAA has certified the airworthiness of only a few drone types for private use. Furthermore, the agency has yet to establish a new kind of pilot’s license for drone operators or minimum training standards.

As a result, when the Hollywood filmmakers filed their drone applications in May, they had to seek exemptions from 15 FAA safety regulations. That number alone raised red flags inside the agency.
“Seems to be a stretch concerning the world’s most robust aviation safety system,” safety analyst Silas Still wrote to colleagues in a June 4 e-mail. He did not respond to requests for further comment.
The six cinematographers — Astraeus Aerial, Pictorvision, Aerial Mob, HeliVideo Productions, Vortex Aerial and Snaproll Media — filed identically worded bids and were backed by the Motion Picture Association of America. Also submitting letters of support was the News Media Coalition, a group of publishers, broadcasters and wire services that includes The Post. The coalition advocates the use of drones for news gathering, a practice prohibited by the FAA.

The filmmakers’ applications omitted some rudimentary details, such as the make, model and performance history of the drones that would be used. They were described only as “rotorcraft” that would fly no faster than 58 mph.

After the FAA insisted on knowing more, the filmmakers identified the types of drones on the condition that the agency keep the details a secret, saying the information was “proprietary,” according to FAA case files.

 The cinematographers stated they would abide by other limitations: They wouldn’t fly the drones above 400 feet or for more than 30 minutes at a time. The aircraft would be restricted to closed movie sets on private or “controlled-access” property, and would have to remain within sight of the pilot or a ground observer.

Approval, despite rejection

The biggest hurdle was determining what kind of qualifications the drone pilots would need.
Under long-standing FAA rules, anyone operating an aircraft for hire must have a commercial pilot’s license. The Hollywood companies contended that a private pilot’s license — which is much easier to attain — would be sufficient for their drone operators.

Just because commercial pilots are highly qualified to fly regular aircraft, the firms argued, doesn’t 
mean they’d know how a drone works. Moreover, commercial pilots would pose a “significant financial burden” because they command higher pay and take longer to train, according to documents the filmmakers filed with the FAA.

The arguments didn’t pass muster with two FAA aviation-safety inspectors, James Ryan and James Kenney, who drafted a denial that would have shot down the filmmakers’ applications.

Enabling private pilots to work commercially would set a precedent, the inspectors wrote, boxing in the FAA while it developed a permanent set of drone regulations. They also noted that private pilots are twice as likely to be involved in fatal accidents as commercial pilots.

While the cinematographers said it would be safer to fly small drones than to film with a manned helicopter or airplane, the FAA inspectors questioned whether there were sufficient precautions to prevent an out-of-control drone from hurtling off a movie set.

“The petitioner has not explained an acceptable means of providing for the safety of the uninformed, non-participating public,” according to the inspectors’ draft denial.

The inspectors’ proposed rejection alarmed FAA supervisors, who urged them to reconsider, documents show.

“This is a high-priority activity,” Rob Pappas, the FAA’s special rules coordinator for drones, reminded the inspectors and other FAA employees in an Aug. 20 e-mail. He advised them to “think outside the box and be careful not to automatically fit rules that apply to aircraft weighing 1000s of pounds to these small [drones].”

Kenney and Ryan stood firm and submitted a recommended denial a week later.

Kenney and Ryan declined to comment, while Pappas did not respond to e-mails and a phone call seeking comment. Jonathan B. Hill, a Washington attorney who represents the filmmakers, declined an interview request.

In the end, the inspectors were overruled by senior FAA officials. The agency granted formal approval to the six filmmakers in September, finding that their plans were in the public interest and would “enhance safety” compared with using regular aircraft on a movie set. (A seventh cinematographer, Flying-Cam, won approval in October).

Hallman, the president of Pictorvision, the firm that had one of its drone fly away last week, said the FAA approval process was “extremely thorough” and dismissed suggestions that the agency had been too lenient. “I’ve never heard anyone say they didn’t go far enough.”

Ethics concerns
One person who was pleased by the approvals was John W. McGraw, a private aerospace consultant and former deputy flight standards director for the FAA. McGraw had been hired by the Hollywood firms to shepherd their bids through the FAA’s regulatory process.

At the drone-industry conference in Virginia in November, McGraw praised the FAA for approving the applications within 120 days. “I had advised my clients, I had downplayed the expectations,” he said. “Lo and behold, I have to say the FAA, not because I used to work there, did a magnificent job.”
As scores of new applications piled up, however, FAA leaders worried they would miss the 120-day deadline in other cases. So they decided to hire consultants to help streamline their case-review system.

On. Nov. 12, FAA employees were startled to learn that one of the new consultants would be McGraw, the advocate for the Hollywood filmmakers. A new organizational chart listed McGraw as reporting directly to Pappas, the special rules coordinator, even though McGraw still represented several companies with pending drone applications.

Lance Nuckolls, the FAA safety inspector who had e-mailed his colleagues to denounce the arrangement, said in a phone interview that he didn’t understand how the FAA could hire a consultant actively involved from the other side. “It was just a frustration over the ethics of it all,” he said. Nuckolls stressed that he otherwise fully supported the FAA’s review process for commercial drone flights.

Other documents indicated McGraw was working on behalf of SeaTec, an FAA contractor. According to briefing slides prepared by SeaTec, McGraw and other consultants were assigned to help the FAA devise a more “effective and efficient process” for approving drone applications.

In a phone interview, McGraw described his consulting role both as “very minor” and “at a very high level.”

He said he was not involved in reviewing individual applications and has merely explained the FAA’s inner workings to SeaTec. “We had a lot of discussion about how to firewall me.” He said the FAA organizational chart that listed him as a team member had been drawn up in error.

At the same time, McGraw said he realized some safety inspectors had objections to how the agency was handling drone applications in general.

“I’m not surprised some people are concerned about it,” he said. “Change is hard.”


In a statement, the FAA said it had been “assured by the contractor” that McGraw would not work on the project to streamline the drone application review process. “Upon further review we learned that . . . the contractor did allow him to participate on the project, creating a conflict of interest.” As a result, the agency said it “stopped work” with SeaTec and would not rely on any of its recommendations.


Jack Schmitt, a SeaTec executive in charge of the project, did not respond to requests for comment.

In a subsequent interview, McGraw said he was disappointed by the decision, noting that FAA officials had originally approved the arrangement.


“We asked that question before the project started and the FAA said, ‘No, you’re fine,’” he said. 

“There was nothing that was done that would affect any of my clients, so the reality is there was no influence.”

Craig Whitlock covers the Pentagon and national security. He has reported for The Washington Post since 1998.

Walt Disney: Always and forever in our hearts.



"All our dreams can come true, if we have the courage to pursue them."
~Walt Disney


Today in 1966, Walt Disney the visionary whose pioneering spirit and inimitable creativity made the impossible possible, turning dreams into reality and building the foundation of The The Walt Disney Company of today, dies at age 65. He passed away of acute circulatory collapse (caused by lung cancer) at St. Joseph's Hospital, where he had been in the hospital since November 30th, just ten days after his 65th birthday.
 

The creator of Mickey Mouse and founder of Disneyland and Walt Disney World, Walt was an animator, a filmmaker, a visonary and an innovator. Walts optimism came from his unique ability to see the entire picture. His views and visions, came from the fond memory of yesteryear, and persistence for the future. Walt loved history. As a result of this, he didn't give technology to us piece by piece, he connected it to his ongoing mission of making life more enjoyable, and fun. Walt was our bridge from the past to the future. He was way ahead of his time and will be remembered always.

Sony suspends filming after hackers hit payments

‘Exodus’ Vies For The Masses; Will Faith-Based Auds Show Up? – Box Office Preview





Top Five

Elsewhere this weekend, Paramount is opening the Chris Rock self-homage comedy Top Five, which it bought out of the Toronto Film Festival for $12.5M, in 975 locations. The studio is eyeing a three day of $6M-$8M in hope of expanding to more venues based on word-of-mouth. Lionsgate’s The Hunger Games: Mockingjay – Part 1 should file behind Moses at No. 2 with $11M, while Warner Bros will unspool Paul Thomas Anderson’s private-eye comedy Inherent Vice in New York and Los Angeles in five theaters with an $80K per theater; that’s slightly higher than the cult director’s Adam Sandler absurdist comedy Punch Drunk Love, which made $73K in five venues.

“We’re going after everyone,” Fox’s distribution chief Chris Aronson says about how the studio is making a play for a four-quadrant audience for Exodus in 3,503 theaters. Fox hopes it has the event film that will draw all family members to the cinema this holiday season.

Image (5) russell-crowe-as-noah-014-noah-s-russell-crowe-says-that-banning-was-to-be-expected__140330150022.jpg for post 706444In the same fashion that a studio needs to appease and engage the fanboy audience to turn a big-screen comic-book adaptation into a crossover success, it’s essential for a studio to reach out to the faith-based on a biblical film like Exodus, as they’re the folks who will line up first and fuel repeat business.

Like Noah, Exodus has some deviations from the Old Testament — though arguably fewer, according to Christian and Jewish groups. For example, “I Am” aka God is played by a petulant boy; Moses is a young, virile warrior, not a meek 80-year-old man; and the film doesn’t depict God taking his people out of Israel — rather they revolt against the Egyptians.


'Exodus' Opening Weekend Box Office: Will Christians Attend?But not all Christians will have a problem with this, according to Marshall Mitchell, who co-founded faith-based entertainment marketing firm Different Drummer, which handled the religious outreach for Fox on Exodus. “There’s not one homogeneous evangelical crowd, so people are going to be all over the place (with their opinions). For a lot of Christian audiences, Exodus is another stop along the journey of religious discovery and faith engagement. Exodus isn’t expected to define their (Christian) faith, but it’s a tool that they will agree with strongly or disagree with strongly.”

Mitchell points out that even Cecil B. DeMille’s 1956 classic The Ten Commandments took liberties with the Old Testament, filling in narrative gaps, and that film hasn’t suffered over time from the religious establishment.

“I think people are going to approach Exodus individually, taking a piece of Moses that resonates with them.”

Different Drummer implemented numerous forms of outreach to drum up awareness for Exodus, including playing the trailer at several Christian conferences over the past two months, inviting a number of Jewish, Muslim and Christian leaders from various sects to a 40-minute sizzle reel of the film in select cities as well as advance screenings. The lobby of the American Bible Society’s HQ in New York is adorned with Exodus ads. TV spots for Exodus were bought specifically during NFL events, given the sports crowd’s Christian sensibility. Rev. Floyd Flake of New York’s Greater Allen A.M.E. Cathedral, which counts 30,000 members, even publicly extolled Exodus. Faith Driven Consumer, a marketing firm that bridges the gap between 41 million Christians who it says spend $2 trillion annually at the consumer market, says that 78% of all Christians will see a film if their church recommends it.

Mitchell adds, “There wasn’t an effort to get endorsements (from religious leaders or groups), as Moses is a well-known story.” Mark Burnett and Roma Downey’s feature production Son Of God — which Fox released to a solid opening of $25.6M for a film of its size ($22M) and final domestic B.O. of $59.7M — garnered a number of endorsements including Cardinal Roger Mahoney, Archbishop Emeritus of Los Angeles; Archbishop Emeritus Desmond Tutu; and Bishop TD Jakes.

isaac andrewBut then there are those Christian groups that prophesize complications for Exodus. Faith Driven Consumer responded to the casting of young British actor Issac Andrews — who the NY Times called “Children of the Corn terrifying” — “as a deal breaker, likely to have significant impact on the box office returns of Exodus.” Last spring, the org’s sister stat firm American Insights published a survey stating that 73% of all adults would be likely to see Exodus if it accurately portrays the biblical account of Moses leading the Jewish people out of captivity. However, 67% of all adults would be unlikely to see the pic if it does not accurately portray the Bible.

“We might call that creative license, but to Christian moviegoers, it’s called heresy!” barks another faith-based film marketing consultant about Exodus‘ liberties.

joel edgertonFaith Driven Consumer projected gloom and doom for Noah, however, that film assailed to solid heights. The group’s founder Chris Stone observed that Noah transcended its core crowd because “the public loves apocalyptic stories, whether it’s The Walking Dead on TV or the Mayan calendar disaster film 2012.” And working in Exodus’ favor in terms of wide appeal are the series of diabolic situations that God wages on the Egyptians.
There also was some scuttlebutt on social media about Exodus in recent weeks. News Corp Chairman and CEO Rupert Murdoch received some heat on Twitter after he defended Scott’s choice to cast white movie stars as Egyptians over those of color. In the wake of Murdoch’s tweets, #boycottexodusmovie became a trending topic. Scott in an AP article told prospective snubbers to “Get a life.” Just like Exodus isn’t racking up a slew of endorsements, it’s not racking up a number of prolific of boycotters in the Last Temptation Of Christ sense. It’s doubtful that these squabblers will impact Exodus’  box office.

Social media tracker RelishMIX sees Exodus as having a modest, but growing, 46.2 SMU (social media universe including YouTube views, Facebook likes and views, and Twitter followers and tags combined), which includes 24.4M YouTube views. Exodus star Bale’s 23 Facebook and Twitter fan pages have been driving the film’s engagement during the past month. By comparison, Noah opened with a SMU of 60.4M and 20.4M YouTube views, heavily driven by Emma Watson. Son Of God found an audience with much softer social strategy with a SMU of 7.1M and only 3.6M views.

Exodus Opening Weekend Box Office: Will Christians Attend?But again, a movie about Moses doesn’t just boil down to Christian crowds, but those of the Jewish and Islamic faith as well. Rabbi David Baron, head of the Beverly Hills Temple of the Arts, consulted the Exodus screenwriters, pointing out those discrepancies from the Old Testament that were bound to rub traditionalists the wrong way — in particular, a child portraying the Almighty.

Still, Baron thinks that Exodus won’t alienate Jewish audiences; rather, it will re-engage a younger generation to the faith and the Bible story.
“I think audiences know going into the movie they’re not going to get a clergyman’s account of these events,” he said. “I think what gets lost in the analysis of this discussion is how a Hollywood production such as this will create a new palette on which to paint the portrait of Exodus, one of the greatest stories of freedom, and connect it to a new generation.”