Salty Cinema: Mark Joseph

15 Dec

Producer, author, and film marketing specialist Mark Joseph talks about what he learned working with Mel Gibson on The Passion of the Christ, marketing films to Christian audiences, his Reagan biopic, and why “faith-based” shouldn’t be a genre.

One Response to “Salty Cinema: Mark Joseph”

  1. Esther O'Reilly December 17, 2016 at 10:38 pm #

    This was fascinating stuff. Thanks so much for bringing Mark on. I’ve been thinking about Mel Gibson’s marketing genius with Hacksaw Ridge as well as The Passion. Why was Hacksaw Ridge such a hit with the Christian demographic? Because Gibson hit every single marketing note: He knows Christians will balk at language and sex, so he scrubbed the language and sex. But he also knows Christians will sit through brutal, intense violence if that suffering is in the cause of something glorious and heroic, so he didn’t worry about allowing the violence to be brutal. He also knows Christians respond to stories about other Christians who are oppressed or persecuted for their faith, so Desmond’s story was sure to resonate even though it wasn’t well-known. It was a story he knew Christians would want to know.

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