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Though the ultimate message of the film ("to try to shop conscientiously," according to VanAlkemade) is something all audiences should resonate with, some critics have noted that the film's playfully sacrilege use of Christian forms and traditions may alienate some audiences. Rev. Billy's character is clearly modeled after a sweaty, breathy, over-the-top southern televangelist (Billy name drops Jimmy Swaggart) who prances around in polyester suits and occasionally "speaks in tongues" or is "slain by the Spirit." Catholics might also take offense at some of Rev. Billy's antics, whether he's in a makeshift confession booth on a city sidewalk (taking "confessions of shopping sins") or "baptizing" a baby outside of a Staples.

Yes, it's condescending. Yes, it cheapens Christianity. But the whole argument of the film is that our commodity culture has already cheapened Christianity. As Spurlock notes, "Reverend Billy may turn off some people, but the strength of the film is not in the man but the message."

Rev. Billy and Co. protest against Starbucks

On the other hand, some Christians have praised Rev. Billy for bringing back the radical, "clearing out the money changers" rhetorical style of Jesus. In a recent Sojourners column, renowned Old Testament scholar Walter Brueggemann goes so far as to call Rev. Billy a modern day prophet: "I have no doubt that Rev. Billy is a faithful prophetic figure who stands in direct continuity with ancient prophets in Israel and in continuity with the great prophetic figures of U.S. history who have incessantly called our society back to its core human passions of justice and compassion."

The question at the heart of the controversy is whether the message of Rev. Billy is helped or hurt by its employment of Christian forms. Is it okay that Billy—who defines himself as "post religious"—calls himself "Reverend" and that his protest group labels themselves a "Church"?

Are they a church? VanAlkemade thinks so. "Billy truly is a real preacher," notes the filmmaker. "It's a real church with a real mission." But what definition of "church" are we talking about here? The Church of Stop Shopping argues that it's all about a community of like-minded individuals working together on a shared goal. "We have to be more open than just Christian," notes Savitri D about the group's inclusive definition of "church." "It's all about community. Whatever you are trying to achieve, it helps to have a net of people around you."

Clearly, the Christianity at play in this film is not an institutional or pious one. But regardless, the message—notes Spurlock—has plenty in common with Christ: "Jesus was a radical guy. He drove the moneychangers out of the temple. I think he would want us to think about what we buy: Where is it made? Is the money going back into the local economy?"

For Spurlock, the goal of cinema—like church—is to bring people together and inspire them to social consciousness. "I would hope that those who watch this film will leave the theater wanting to change. Maybe they will decide to give a real gift this year—like love or compassion."

In other words, it's not so much about "Stop shopping!" altogether—a rather logistical impossibility in our society—as it is about looking at your consumerism in terms of your faith. Following one screening, a young woman came up to Spurlock and said, "For the first time in my life, I thought about how I shop as a Christian." For Spurlock, it's all about these small steps: "Consumerism can be changed, even if it can't be stopped."

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