“There are 52 million Americans in the values audience – one in every three moviegoers – more than enough audience alone to propel a film like Ben-Hur to box office success.
After a summer characterised by box-office blunders, it was barely thinkable that yet another $100 million-plus budget film could flop.
“Faith is not a niche,” Matthew Faraci, president of Inspire Buzz – an agency that reaches the faith crowd – told Deadline.
He told The Independent back in June: “In 1959, the word homosexual had some terrifying connotations to the globe in general.