New Horror Film Gets Faith-Based Marketing Boost

The Conjuring, the newest scare-fest from director James Wan of Saw fame, features floating apparitions, blood-curdling screams and a family taunted by demonic spirits.

That makes it all the more puzzling that the faith-based marketing group Grace Hill Media is promoting the movie.

What appears to be an incongruous pairing actually makes sense. The film is based on a real-life paranormal investigative couple with a sturdy belief in God, and the film includes several scenes that pay quiet tribute to their faith.

The Conjuring is the latest summer movie seeking a heavenly boost. The marketing team behind the superhero reboot Man of Steel also appealed to spiritual audiences for help, all the while treating the issue of faith with respect in between the super-action sequences. The new documentary 20 Feet from Stardom, a look at the talented backup singers who work alongside the likes of Sting, Mick Jagger and Bruce Springsteen, also is playing up its powerful church themes to help sing the movie's praises. Many of the performers highlighted in the film got their start belting out Gospel classics for their respective churches.

The Conjuring, which stars Patrick Wilson, Lili Taylor and Vera Farmiga, opens nationwide July 19.



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