This article in the Times talks about how "the Blind Side" marketed to church communities - even providing video clips to be used in sermons. I think this might be a good approach for many documentaries.
Key graf:
"But once the movie was made — on a modest $35 million budget, about $5.5 million of which was recouped from Georgia tax incentives — churchgoing women and their families were also attracted with help from Grace Hill Media. This marketing company has been used by studios for years to bring such audiences to films like “Walk the Line,” “Elf” and “The Pursuit of Happyness.”
In this case Grace Hill took the unusual step of offering online sermon outlines based on “The Blind Side,” with clips that could be used in churches equipped with video screens. According to Mr. Johnson and Mr. Kosove, about 23,000 churches downloaded the sermons, laying an exceptionally strong base for the film."
Key graf:
"But once the movie was made — on a modest $35 million budget, about $5.5 million of which was recouped from Georgia tax incentives — churchgoing women and their families were also attracted with help from Grace Hill Media. This marketing company has been used by studios for years to bring such audiences to films like “Walk the Line,” “Elf” and “The Pursuit of Happyness.”
In this case Grace Hill took the unusual step of offering online sermon outlines based on “The Blind Side,” with clips that could be used in churches equipped with video screens. According to Mr. Johnson and Mr. Kosove, about 23,000 churches downloaded the sermons, laying an exceptionally strong base for the film."
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