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True, but I'm not talking about that thread of faith. I'm talking about Christian movies that can be so "agenda driven" that art is sacrificed on the altar of the message?

Feldstein: Let me be very clear: We are in the business of entertainment. First and foremost, FoxFaith releases will be quality entertainment. We have no agenda and we are not in the business of proselytizing or preaching.

How are you finding and acquiring the movies for this brand?

Feldstein: I can't tell you that, because that would be a trade secret.

Well, let me rephrase the question: Will Fox commission films to be made specifically for the FoxFaith brand?

Feldstein: Honestly, the way we structure the deals for our films is not something I can talk about.

Okay, how will you acquire the films?

Feldstein: There are a lot of different ways of acquiring films. Beyond that, no, I can't say.

Would FoxFaith ever consider making a big budget movie like The Passion of The Christ or The Nativity Story, coming this December?

Feldstein: Understand, FoxFaith is not making these movies. We're acquiring them. Look at something like End of the Spear. I don't know if you liked that or not. I thought it was a good movie. And I don't think that that movie would turn off secular audiences.

It actually finished in the top ten at the box office the first week out?

Feldstein: Yes. It was a great movie, terrific production values, and it was a FoxFaith release and it had a budget of $15 million, I believe.

I think it was a little closer to $20 million, but …

Feldstein: One Night with the King.

Okay, those are movies that were made independently that you guys have acquired after the fact?

Feldstein: Exactly.

How about the big studio? Will Fox Movies ever commission films to be made for the FoxFaith brand?

Feldstein: I really can't speak on behalf of the studio. I speak on behalf of Home Entertainment, and the FoxFaith initiative is a Home Entertainment-driven business. FoxFaith is a brand of 20th Century Fox Home Entertainment. The connection to the bigger Fox studio is that 20th Century Fox Home Entertainment is the vision of the studio. That's the connection. The only one.

What else have you got in the can besides Love's Abiding Joy and One Night with the King?

Feldstein: Take a look at the website. There's a lot of different things coming up.

What will determine if this is working, if it's successful?

Feldstein: It's a success already.

Why do you say that?

Feldstein: We've got dedicated FoxFaith fixtures in 1,100 retail outlets that are right in our core demo. So we're already a success with our partners at retail. Everybody wins.

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