The script for the biblical film “Mary,” which presents the Nativity story from Mary’s perspective, was stuck in Hollywood for about 15 years before finally moving into production.
As the independent film neared completion this September, it caught the attention of three major Hollywood studios and streaming platform Netflix, which became the global distributor and released the movie this month.
“Mary” has quickly become one of Netflix’s top 10 English-language films, garnering 24.6 million views.
Director D.J. Caruso noted the significant changes in the marketplace over the past five years. He pointed out a growing demand for high-quality, faith-based content.
Hollywood is increasingly focusing on religious themes, the American West, and outdoor lifestyles to reach a broader audience.
Major studios, wealthy investors, and streaming services are investing in faith-based films, rodeos, and outdoor lifestyle programming as alternatives to superhero movies and dramas filled with sex and violence.
Industry insiders highlighted the recognition that Hollywood has overlooked large portions of the United States. Donald Trump’s election in November, which received strong support from working-class voters, emphasized the need for programming that reflects a diverse range of American experiences, not just those of coastal cities.
Hollywood has a history of exploiting biblical stories for box office success with films like “The Ten Commandments” and “Noah.” The recent success of Angel Studios’ “Sound of Freedom,” a 2023 thriller about a Homeland Security agent rescuing children from sex trafficking, has resonated with religious and conservative audiences. This has sparked renewed interest in the faith-based genre.
HORROR TO FAITH
Hollywood’s leading figure in modern horror, Jason Blum, known for “Paranormal Activity,” has partnered with Lionsgate and other investors to support The Wonder Project. This independent studio has raised over $75 million to create faith-based films and series for Amazon Prime Video. One of its upcoming series, “House of David,” which focuses on a biblical king, is set to release in February.
Michael Burns, Vice Chairman of Lionsgate, noted that many people across the country are looking for this type of programming, especially for family viewing.
Lionsgate also renewed its partnership this year with Kingdom Story Company, the team behind “Jesus Revolution.”
Meanwhile, Netflix has signed a multiyear deal with renowned filmmaker and actor Tyler Perry to produce faith-based films for its platform.
Some industry executives told Reuters that the entertainment sector has realized it is neglecting significant parts of the U.S. They acknowledged that while some films and TV shows receive critical acclaim, they attract a limited audience.
The commercial success of Paramount Network’s “Yellowstone” illustrates this disparity. The Western family drama captured the hearts of many Americans and drew over 11.4 million viewers for its fifth-season finale. This number is nearly four times higher than the viewership for the 2023 finale of HBO’s Emmy-winning series “Succession.”
Thomas Tull, the founder of Legendary Entertainment, recognized this opportunity earlier than others. He, along with TWG Global and Guggenheim Partners CEO Mark Walter, launched Teton Ridge in 2019. This brand focuses on Western sports, entertainment, and lifestyle, particularly around rodeos. Teton Ridge, owned by TWG Global, also secured additional investments from venture capitalist Jim Breyer and the Lee Bass family office.
The live rodeo competitions, which feature events like bull riding, steer wrestling, and barrel racing, attract a global audience of 80 million annually.
COWBOYS
Recently, Teton Ridge expanded its reach by acquiring The Cowboy Channel and Cowgirl Channel. This deal gives them exclusive media rights to over 600 Professional Rodeo Cowboys Association events. It also enhances their collection of Western sports properties, including the American Rodeo Contender Series, which is broadcast live on Fox Sports, and the “Let’s Freakin’ Rodeo” podcast hosted by top-ranked tie-down roper Ty Harris and filmmaker Cole Harris.
Teton Ridge Entertainment is also developing Western-themed films, series, and documentaries. They plan to adapt Louis L’Amour’s bestselling novel “Fallon,” set in the Old West, to engage an audience that CEO Deirdre Lester describes as “cowboy curious.”
Jillian Share, president of Teton Ridge Entertainment, stated their mission is to create content for an underserved audience. She emphasized the need to produce material that resonates with a broader segment of the country than what has been the focus of the industry for the past two decades. Share referred to the cowboy as “the first true, great American hero,” highlighting the iconic status of cowboys compared to superheroes from Marvel and DC.
Peter Chernin’s investment fund, The Chernin Group, became the main investor in MeatEater in 2018. This growing media brand centers around outdoorsman Steven Rinella, a bestselling author and podcaster, who will host a new History Channel series titled “Hunting History.”
However, some industry figures feel sidelined by Hollywood’s focus on the American heartland. They express concern that executives are afraid of being labeled “woke,” a term used by Florida Governor Ron DeSantis against Walt Disney.
One television showrunner, who was close to finalizing a deal for a streaming series featuring a diverse cast, found out that the project was canceled the day after Trump’s election.
The showrunner, who requested anonymity to avoid backlash, linked the decision to the political climate. Another development executive shared an email from a network executive who rejected a project for being too “political.”
Earlier this year, the creators of “The Apprentice,” a biopic about Trump, struggled to find a distributor despite a positive reception at the Cannes Film Festival.
An attorney for Trump sent a cease-and-desist letter to the filmmakers. Briarcliff Entertainment eventually released the film in October, and stars Sebastian Stan and Jeremy Strong received Golden Globe nominations.
Recently, Disney announced it removed a transgender storyline from its upcoming Pixar animated series “Win or Lose.” While the character will still appear, the lines referencing the character’s gender identity have been taken out.
A Disney spokesperson stated that they understand many parents prefer to discuss certain subjects with their children on their own terms and timeline when it comes to animated content for younger audiences.
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