Vancouver – May 17-06 — Cineplex Odeon theaters today canceled a planned in-theater advertising campaign by Campus Crusade for Christ. Valued at more than $60,000, the ads were part of the organization’s program encouraging the public to view The Da Vinci Code movie and explore religious issues raised by the film.
“We’re very disappointed the movie chain canceled our ads without any discussion or verification regarding our plans,” said Campus Crusade Marketing Director Braden Douglas.
The Langley, BC-based organization had produced a 10-sec movie screen teaser ad encouraging the public to visit a special website – www.DiscussDaVinci.com – to explore and discuss religious beliefs and questions raised by the film. The ads were scheduled to run in theaters in Vancouver, Calgary, Edmonton, Winnipeg and Toronto.
“Aside from the obvious concern for free speech, our campaign is a thoughtful and positive one with messaging that the public will find interesting,” Douglas said. “Judging by the public’s response so far, people are eager to explore their religious faith, which we believe is a positive step.”
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Douglas said Campus Crusade has seen a dramatic rise in website visits to www.crusade.org and www.DiscussDaVinci.com and sold more than 30,000 booklets on the topic through its bookstore and website. In addition, he said churches across Canada have been requesting and have been shipped thousands of books, discussion guides and posters on The Da Vinci Code.
He added that volunteers from the organization are still looking forward to handing out web cards at theaters and in public venues to try and further their information campaign.
Campus Crusade is an evangelical organization first established in the US at UCLA in 1951 and in Canada at UBC in 1967. Headquartered in Langley, BC, it has more than 500 active full-time and part-time staff working in 14 active ministries including: Athletes in Action, Mothers Who Care, Campus Ministry, Christian Embassy, Family Life, Intercultural Network and Cities of the World.
Reference:
Braden Douglas, Marketing Director, Campus Crusade for Christ (604) 514-2035
Alyn Edwards, Julia Smith or Jeff Domansky – Peak Communicators (604) 689-5559
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[...] In response to the decision, Campus Crusade for Christ, Canada issued a press release: Vancouver – May 17-06 — Cineplex Odeon theaters today cancelled a planned in-theater advertising campaign by Campus Crusade for Christ. Valued at more than $60,000, the ads were part of the organization?s program encouraging the public to view The Da Vinci Code movie and explore religious issues raised by the film. [...]