Hollywood is turning to faith-based content, the American West, and outdoor lifestyles to capture a wider audience, offering alternatives to traditional superhero sagas or edgy dramas. This shift is reshaping the entertainment landscape as studios recognize the potential of programming that resonates with broader demographics, particularly middle America.
The recent success of Mary, a biblical epic focusing on the Nativity from Mary of Nazareth’s perspective, exemplifies this trend. After lingering in development for 15 years, the film was completed and distributed globally by Netflix, where it debuted in the top 10 English-language films with 24.6 million views. Director D.J. Caruso highlighted the growing appetite for high-quality faith-based stories, stating, “There’s a real desire or hunger out there now.”
Faith-based films have a history of box office success, including classics like The Ten Commandments and modern hits like Angel Studios’ Sound of Freedom, which gained acclaim for addressing human trafficking while appealing to religious and conservative audiences.
This revived interest has drawn significant investment. Lionsgate has partnered with The Wonder Project to produce faith-centered films and series for platforms like Amazon Prime Video. Its upcoming biblical series, House of David, is set for release in February. Additionally, Lionsgate extended its collaboration with Kingdom Story Company, known for Jesus Revolution. Netflix has also committed to this genre through a multi-year partnership with Tyler Perry to produce faith-based content.
This strategic shift aligns with a broader industry recognition of the untapped market in heartland America, underscored by the popularity of shows like Paramount Network’s Yellowstone, which garnered 11.4 million viewers for its season finale, far surpassing more critically lauded series like HBO’s Succession.
Other ventures include Teton Ridge, a Western sports and lifestyle brand featuring live rodeo competitions that attract 80 million global viewers annually. Founded by Thomas Tull and supported by investors like Jim Breyer, the brand reflects Hollywood’s growing focus on family-friendly and regional programming.
As Hollywood invests in these areas, it demonstrates a renewed commitment to creating stories that resonate with diverse audiences, providing fresh opportunities for faith-based narratives and community-centric entertainment.
