"Sound of Freedom," a film centered around the issue of child sex trafficking, has become an unexpected summer sensation, attracting a surge of interest from conservative audiences while drawing criticism for its lead actor's associations with QAnon. Despite the controversy, the movie has grossed an impressive $100 million at the US box office since its release on July 4th, surpassing its modest production budget of around $14.5 million. Surprisingly, it even outperformed Disney's latest Indiana Jones film, finishing in second place over the weekend, just behind Paramount Pictures' new Mission: Impossible installment.
The movie focuses on the true story of activist Tim Ballard's relentless mission to rescue children from the clutches of the sex trade. Its promotion has been heavily targeted towards evangelical and conservative groups, with the film's characters citing spirituality as a driving force behind their fight against these heinous crimes. Another contributing factor to its success is the platform provided by Angel Studios, the film's distributor, called Pay It Forward. This unique initiative allows donors to purchase tickets for strangers, enabling them to watch the film for free at local theaters.
Despite its box office triumph, "Sound of Freedom" has not been without controversy. Some fans have voiced complaints, alleging that theater chains have deliberately sabotaged screenings with equipment breakdowns. AMC Entertainment Holdings Inc.'s CEO, Adam Aron, has strongly denied these allegations. Additionally, the film's star, Jim Caviezel, has faced criticism for his support of QAnon conspiracy theories, claiming a global cabal of pedophiles exists. Caviezel, however, has insisted that QAnon has no connection to the film.
According to Tom Nunan, a lecturer at the School of Theater, Film, and Television at the University of California, Los Angeles, the filmmakers' early outreach efforts to conservative and religious communities have undoubtedly paid off. He believes it is a clear demonstration of understanding the target audience and effectively engaging with them to drive success.
Jeffrey Harmon, Chief Marketing Officer at Angel Studios, has noted that social media comments indicate the film's resonance extends beyond typical faith-based film fans. Harmon described the film as having "taken on a life of its own," with the support extending to veterans, marines, and others who passionately feel the need to combat child trafficking.
The film is the brainchild of Mexican filmmakers, including actor-producer Eduardo Verástegui and director Alejandro Monteverde. Shot in Colombia in 2018, it received backing from several wealthy investors. Initially, 21st Century Fox held the distribution rights but later sold them, along with most of its entertainment assets, to Walt Disney Co. in 2019. Subsequently, the filmmakers regained the rights and partnered with Angel Studios, based in Provo, Utah, for distribution.
Angel Studios, founded by the Harmon brothers, Neal, Jordan, and Jeffrey, gained prior experience in marketing faith-based content through their previous venture, VidAngel. VidAngel, a streaming service that sanitized films by removing explicit content, faced legal battles with major Hollywood studios, including Disney and Fox. Although VidAngel filed for bankruptcy and was eventually sold, the Harmon brothers honed their skills in promoting religious content, such as the successful series "The Chosen."
To promote "Sound of Freedom," Angel Studios raised $5 million from investors. However, the most significant contribution by these backers has been their advocacy for the film. According to Harmon, their support in spreading the word has been invaluable, helping to draw audiences to theaters, even if their financial investment was relatively small.
The distribution strategy for the film involves providing screener copies to conservative commentators and social media influencers. Even former President Donald Trump hosted a screening in New Jersey. Churches are also being given the opportunity to showcase the film. Additionally, when ticket sales surge in specific cities or theaters, Angel Studios focuses on localized marketing, utilizing both traditional and social media platforms. This method has proven effective, as witnessed earlier this year when "His Only Son," a film depicting the biblical figure Abraham, performed exceptionally well in theaters located in atypical religious film markets like New York and Philadelphia.
At a recent screening of "Sound of Freedom" in Los Angeles, the theater appeared full based on the AMC website, although some seats remained unoccupied. Some attendees arrived as much as 50 minutes after the film's start time. Angel Studios explained that bulk sales to businesses, churches, and other groups often result in no-shows. Two college students who attended the screening mentioned seeing an Instagram ad offering free tickets, which they took advantage of using the Pay It Forward option on the Angel Studios website.
Towards the end of the film, lead actor Jim Caviezel, renowned for portraying Jesus in Mel Gibson's "The Passion of the Christ," delivers a special message expressing gratitude to the audience and encouraging them to donate to the Pay It Forward feature on the Angel Studios website. Caviezel emphasizes that lack of finances should not prevent anyone from watching the movie, as they believe it holds the power to make a significant impact in the fight against child trafficking.