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Marketing Narnia: Is the Church Being Used?

The following is by Abram Book, Leadership editorial resident, who reported the nationwide Narnia promotion campaign that rolled out last month in Wheaton, Illinois, now the home of C.S. Lewis's wardrobe. OK, one of several such wardrobes. This one has a solid wood back, we're told, behind the fur coats.

The marketing machine for the big C.S. Lewis Narnia movie is just getting cranked up, and they're using all the tactics that made The Passion of the Christ a blockbuster. But as sample marketing materials for use in churches and as preacher's magazines with Narnia covers arrive in our office mailbox, and as attenders at the Catalyst conference for church leaders were treated to Narnia previews and promo tools, we have to wonder, Is the church being used? Or more precisely, How crassly is the church being used?

After a promotional stop that brought C.S. Lewis's stepson and a slew of marketers to the platform of a nearby church in October, I asked Quentin Schultze, professor of communication ...

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