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“There’s a sincerity to the presentation that will make it resonate with faith crowds, but also hold appeal for Longfellow enthusiasts or folks coming merely for the holiday theme,” Mc-Granaghan wrote after a minor critique of pacing. “Seeing where Sight & Sound goes from here will be interesting. Their debut film is a promising start to whatever they have in mind for moviegoers.”
Miller said the company embarked on its first movie as an experiment, a $3 million attempt to learn about filmmaking and the film business. Filming began in 2021.
“From the very beginning we have been calling it a learning experience,” Miller said. “We wanted to be able to learn and learn well. We had really very limited expectations.”
Miller acknowledged there were differences in filming theater, which Sight & Sound has presented in the past to about 100,000 ticket holders. Films of productions of “Jonah,” “Moses” and “Noah,” have been presented as one or two-day events in theaters.
“We were pleasantly surprised at how well our teams took their craft from the stage to the screen,” Miller said. “It is different to film on location with so many outside partners. It’s definitely different from theater.”
Some notable locations include Strasburg Rail Road and downtown Strasburg, the Landis Valley Village and Farm Museum, Moon-stone Manor in Elizabethtown, Trinity Evangelical Church in Manheim and Mount Hope Winery, north of Manheim.
Miller said there was a question about how a non-biblical story would be received by Sight & Sound’s core audience, and it’s clear there is support for more Christian faith-based stories.
A ‘sweet spot’
“It was a really good showing this weekend,” said Paul Dergarabedian, senior media analyst for Comscore, an entertainment analytics firm in California. “It shows the kind of interest for this type of film.”
Dergarabedian said the current film market benefits a small faith-based holiday film such as “I Heard the Bells.” The film comes at a time when there are fewer films than prior to the pandemic and movie theaters are eager for content, he said. Plus it is a faith-based movie released during the Christmas season.
“It’s sort of hitting the exact sweet spot,” Dergarabedian said. “It’s actually in a lot of theaters, and that’s pretty impressive.”
He said in a traditional marketplace it would be difficult for a film like “I Heard the Bells” to break into the top 10 but in this current, post-pandemic marketplace is an opportunity for this type of film or event.
Being an event-based showing means that the film license is limited. The film was set to close Thursday nationwide. It won’t run as long or on as many screens or showings as a traditional film.
“In the faith-based world it’s all about timing and getting the word out,” Dergarabedian said.
“I Heard the Bells” was released in partnership with Fathom Events, a distributor of content to movie theaters in North America.
The movie has been packaged with other faith-based film events for the holidays including: “It’s a Wonderful Life,” “5,000 Blankets,” “The Met’s Magic Flute” and “It’s Christmastime Again.”
Nutt said faith-based films have seen growth in 2022.
“Fathom Events has supported those films not just through our network of theaters but also through our Fathom Church Network — an arm of our organization that works with church groups to bring films to underserved communities, perhaps those far from a local theater,” Nutt said.
In addition to “The Chosen,” Nutt said this year, seven of the top 25 documentary films were faith-based through Fathom Events including “Mother Teresa: No Greater Love” grossing $1.6 million and “A Case For Heaven” grossing $1.5 million. “The Chosen Season 3: Episodes 1 and 2” just broke Fathom’s all-time record at $14.4 million.
For smaller, nonstudio releases, Fathom Events is able to leverage a network of 800 theater partners to introduce the film to audiences worldwide. Based on demand, more can be added, Nutt said.
Miller said the film found its largest audiences in Philadelphia; New York City; Dallas; Washington, D.C.; and Lancaster County.
She said those markets are where Sight & Sound typically sees high sales because that is where audiences are most familiar with the theaters. Dallas is most familiar with the Branson location.
Rounding out the top 10 popular locations for the film are Atlanta, Salt Lake City and Roanoke, Virginia.
Miller said she thinks stories of hope are resonating with people because “it’s been a very challenging season for many.”
“We’re thrilled to see faith entertainment to be received throughout the nation because we are passionate to tell stories of hope,” Miller said.
“I Heard the Bells” will remain in Lancaster County movie theaters until the end of the month and is expected to extend its run at many theaters nationally as well.
Story is ‘not done being told’
The film is on track to gross at least what it cost to make but it’s not clear if Sight & Sound will recoup it all. There are tiers thresholds of ticket sales that change how much Sight & Sound gets, Miller said.
There are further opportunities to sell the film, including internationally and digitally. It could be released again next year.
“We’re learning a lot about the industry itself and continuing to learn as this process unfolds,” Miller said. “We’re not sure what comes next but we know the story is not done being told. We believe there is still a place for it to play again in the future.
“For us, at the end of the day, it’s really about audiences experiencing their own renewed sense of hope during the holiday season.”
Henry Wadsworth Longfellow, portrayed by actor Stephen Atherholt, is the focus of Sight & Sound Films’ first movie release, “I Heard the Bells.”
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