Annabelle:  You used an interesting strategy with the first “Left Behind” film.  Tell us about that.

Peter:  Everybody had the dream of it being a huge, blockbuster movie, but producers, directors and studios all said no.  It was an unusual release, though, because we went to video first, then theatres.  We opened in 800 theatres and grossed $4.2 million.  It won “Bestselling Title of the Year from an Independent Studio” and “Sell-through Title of the Year by an Independent Studio” from the Video Software Dealer’s Association, the Academy Awards of mainstream video.  The DVD did even better.  The second film came out in 2002 and debuted on DVD number two only to “Spiderman.”

Annabelle:  Now you’re once again using a brand new strategy for the release of “World at War.”

Peter:  Once again, it’s something that’s never been done before.  Over 1,700 churches have signed up.  It’s an even bigger number than it sounds because they’re not multiplexes, which means that we’re opening in different locations all over the country. That’s more locations than the top three theatre chains, who have more screens, but not more cities and towns.  That’s why it’s considered a “wide release film,” where you need more than 2,000 screens.

Cloud Ten is an exceptional marketing organization. We have the brightest and keenest minds when it comes to marketing Christian films.  We’ve undeniably sold more videos than anyone else, and probably everyone else combined.  On this movie, by building the church theatre chain, we’re once again finding a good way to make a movie very present and the Christian audience very aware that we exist.

Annabelle:  What’s your strategy?

Peter:  I’ve always believed in the church film night.  It’s one of the greatest activities a church community can have.  I came in from out of the blue, without money, because I saw the promotion for a free film that sounded interesting.  That film was very good, but it was the pastor who had the right word.  The purpose of this whole church theatrical release is so that, in the end, there can be that 10-minute talk.

Annabelle:  So should churches charge to see the film?

Peter:  I think it’s important and I encourage the churches to charge an admission fee.  We want this to be a demonstration to the Hollywood industry that this is a different model for release, a different way of reaching the core Christian audience that’s out there, and that they are going to have to produce the kind of films that pastors will produce.  This is the kind of film that pastors want to show in their churches – not the typical feel-good, family values film.