Twentieth Century Fox recently announced the launch of FoxFaith, a new division that will distribute films and other programming specifically aimed at the Christian market.

FoxFaith Movies makes its theatrical debut this week with Love's Abiding Joy, the fourth in a series of films directed by Michael Landon Jr. that are based on Janette Oke's popular Love Comes Softly books. The second FoxFaith theatrical release comes just a week later when One Night With the King, adapted from the biblical book of Esther, hits the big screen on October 13.

FoxFaith plans to acquire as many as 12 new films per year, movies that specifically include Christian content, and they plan to release at least six of those to limited theaters. 

The new brand, with its motto "Films You Can Believe In," already has a number of previously released DVDs available, including End of the Spear, The Hiding Place, Hangman's Curse, and many others. They even have a FoxFaith Film Club.

We wanted to learn a little more about FoxFaith, so we spoke with Steve Feldstein, senior vice president of Twentieth Century Fox Home Entertainment.

Why is Fox doing this?

Steve Feldstein: It's really simple. We saw an opportunity to fill a need in the marketplace. The Christian market, in terms of filmed entertainment, has been drastically underserved, and we intend to correct that.

Was that market first noticed with The Passion of The Christ?

Feldstein: Well, I think that opened all of Hollywood's eyes. We were interested in the marketplace and actually dipping our toe in years ago, actually years before that. Our head of sales, Simon Swart, is very active in the Christian community and friendly with Ralph Winter (producer, X-Men, Fantastic Four), who's also very active in the Christian ...

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