If They Could Pull Off Rawkus, Anything’s Possible

The LA Times’ Lorenza Muño on Fox’s new Christian film division.

In February, Yordy unveiled the FoxFaith logo at the National Religious Broadcasters convention in Nashville, bringing the normally skeptical crowd to its feet. Seeing the label on the big screen formalized the commitment from Fox, Yordy said.

Three years earlier, the idea of launching a Christian label at Fox was considered a joke, but Yordy said the use of humor helped win the convention-goers’ trust this time around.

“The approach we took was … ‘At Fox, you may know us for our quality family programming,’ ” Yordy said he told the audience, against a backdrop of video clips from Paris Hilton’s “The Simple Life” and the reality show “Temptation Island.”

“The room just died laughing,” he said. “I said to them, ‘That is exactly what you expect from Fox. But that is not what we at FoxFaith are”

FoxFaith’s biggest splash came in July at the International Christian Retail Show in Denver, the largest annual gathering of Christian retailers in the nation.

Inside a massive white tent across from the Denver Convention Center, a studio-sponsored event had all the earmarks of a Hollywood fete: a lavish buffet, an exclusive movie preview of 20th Century Fox’s upcoming family-friendly horse drama “Flicka” and acrobats from Cirque du Soleil. Because it was a Christian convention, no alcohol was served and the performers’ costumes were inspected to ensure demure necklines.