Terry Mattingly looks at what happened to* The Ultimate Gift when it was tagged with the term “Fox Faith.”
He writes:
There is no need to deny that the movie contains religious and moral themes, said Eldridge. But for generations, Hollywood executives made successful mainstream movies that contained these kinds of words and images. Those movies were aimed at a broad, mainstream market — not a narrow, political, sectarian, “Christian” niche.
“I told the Fox people this movie was going to resonate with the Christian audience and that’s fine with me, because I am a Christian,” said Eldridge. “But I was worried that this movie would get tagged as a little ‘Christian’ movie, like that was some kind of Good Housekeeping seal for the Christian marketplace. …
“I think it’s obvious that this is what happened and that caused some people to distance themselves from this movie. There was no need for that to happen.”