The new Denzel Washington film “The Book of Eli” couldn’t beat “Avatar” at the box office over the extended holiday weekend.
That’s hardly a source of shame. Film after film has tried – and failed – to knock “Avatar” off its perch.
But “Eli” came close, earning $31.6 million during the MLK holiday weekend.
“Eli” concerns a nameless figure (Washington) clutching a religious tome to a hopefully safe harbor out west.
Washington’s film did have a little help.
A press source tells WWTW that Warner Bros., the studio behind “Eli,” “reached out to select religious groups based in various markets” to spread word about the film.
The studio contacted “pastors and press alike” in support of the film, my source says. The studio specifically targeted “college-aged ministries and Emergent and Black churches.”
The campaign included making ministry materials available for download.
If more religious groups start talking up “Eli,” perhaps next week will see the movie dethrone “Avatar.”
(Photo: Warner Bros. reached out to religious groups to help it promote “The Book of Eli,” a movie with a strong spiritual message.”)
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‘Eli’ gets a heavenly boost
The new Denzel Washington film “The Book of Eli” couldn’t beat “Avatar” at the box office over the extended holiday weekend.
That’s hardly a source of shame. Film after film has tried – and failed – to knock “Avatar” off its perch.
But “Eli” came close, earning $31.6 million during the MLK holiday weekend.
“Eli” concerns a nameless figure (Washington) clutching a religious tome to a hopefully safe harbor out west.
Washington’s film did have a little help.
A press source tells WWTW that Warner Bros., the studio behind “Eli,” “reached out to select religious groups based in various markets” to spread word about the film.
The studio contacted “pastors and press alike” in support of the film, my source says. The studio specifically targeted “college-aged ministries and Emergent and Black churches.”
The campaign included making ministry materials available for download.
If more religious groups start talking up “Eli,” perhaps next week will see the movie dethrone “Avatar.”
(Photo: Warner Bros. reached out to religious groups to help it promote “The Book of Eli,” a movie with a strong spiritual message.”)
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