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Still, the film's critical perspective is a tough sell. It has had quite the struggle just to find a distributor—especially since Wal-Mart, a major villain in the film, has a 50 percent corner on the nationwide DVD market. And some film festivals have faced sponsor abandonment (Starbucks) due to the inclusion of the controversial film. Thus, a more grass-roots marketing strategy has been employed by the filmmakers in recent months, taking the film on the road for promotional screenings all over the country, including many conservative cities (Colorado Springs, Lubbock) and several specifically Christian events (Cornerstone music festival, the City of Angels Film Festival).

Though Spurlock maintains that the film is meant for "the religious and irreligious viewer," it is clear that What Would Jesus Buy—with its title and use of Christian lingo throughout—is in a sense directed toward the Christian church. We have strayed far from the spirit of Christmas and the message of Christ, and the confusion is evident all over this film. WWJB may not ultimately provide the "divine intervention" we need, but at least it reminds us of a serious problem.

Photos of Rev. Billy by Fred Askew

© Brett McCracken 2007, subject to licensing agreement with Christianity Today International. All rights reserved. Click for reprint information.

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