Churches tout "Narnia"

During the 42 years since his death, the prolific, devoutly Christian theologian C.S. Lewis has never failed to lure hordes of fans through his writings.

Now, next week's release of the lavish Disney-Walden Media film "The Chronicles of Narnia: The Lion, the Witch and the Wardrobe," based on the first of Lewis' seven children's novels, is creating a new round of Lewis mania.

New editions of Lewis' works have been published, as have numerous books and articles about him and the film. There are new study guides, lectures, audiotapes, music CDs and games.

The books have achieved permanent stature as children's classics, with 85 million copies sold. That far outpaces the still-steady readership for his more overtly Christian titles, including "The Problem of Pain" and "The Screwtape Letters."

At least modest movie success seems assured, considering the box office for good-vs.-evil fantasies such as the Harry Potter movies and the "Lord of the Rings" series.

But before the film opens to the public in theaters next week, it will be viewed by many eager fans through the auspices of their churches. One such church, Mars Hill in Seattle, is giving members a sneak preview at a downtown theater the day before the film opens.

Even without sneak previews, churches are embracing the film. The staff of Northshore Baptist Church will see it the first night it is open, for example, and the church's pastor for young adults, Chris Strovas, said he would take a group to see it.

As with Mel Gibson's 2004 blockbuster, "The Passion of the Christ," churches across the country — through advance sales, sermons and study guides — are preparing to flock to a movie that many perceive as Christian-themed. "The Lion, the Witch, and the Wardrobe," the first in the seven-part "Chronicles of Narnia" series, tells of a Christ-like lion named Aslan who dies and is resurrected in order to create paradise on Earth.

Lewis, who once described his writing style as "sneaking the gospel past the watchful dragons" of the secular world, wrote his Narnia series as a straight adventure story but later said the religious theme "entered of its own accord."

Studio executives emphasized that the film, which features fantastical locations and magical creatures, can be enjoyed without an understanding of the Christian subtext.

"When something like this happens, the truth about Jesus' love becomes a topic around the water cooler in the office," said Tom Holladay, a pastor at Saddleback Church in Lake Forest, Calif.

Religious leaders courted

Christian faith and lobbying groups, such as Focus on the Family and the National Association of Evangelicals, have endorsed the "Narnia" film. The Southern Baptist Convention, whose leadership previously condemned Disney for its decision to provide benefits to the companions of gay employees, featured the film on its Web site. The lay-run ministry Catholic Outreach started a "Narnia Outreach" Web site and advertised for church and community workers to promote the film in 150 cities.

More than 1,400 pastors and religious leaders were invited to "Narnia" preview events in New York, Denver and other places.

Disney is issuing three different versions of the film's music, including an "inspirational" soundtrack featuring Christian artists. Disney also hired Motive Marketing, the public relations firm that helped usher millions of Christians into movie theaters for "The Passion of the Christ" in 2004.

Variety of audiences

In targeting Christian groups, Disney must walk a fine line so as not to distance secular audiences.

"The film reaches to everybody," said Dennis Rice, senior vice president of publicity for Disney Studios.

Rice expressed frustration that media attention has focused on the studio's Christian outreach, which he said was just one of many marketing strategies aimed at a wide variety of potential audiences, including libraries, schools, and Hispanics.

He said the studio distributed about 300,000 study guides to educators, gave "Narnia" posters to libraries and attracted corporate tie-ins from McDonalds, General Mills, Kodak and others.

Rice said that "Narnia's" faith-based outreach was bigger than past film marketing efforts only because the film's budget was bigger, and he downplayed concerns that such outreach might prejudice non-Christians.

"Over 100 million people in America say they go to church once a week. It's hardly a minority group," Rice said.