In an attempt to grab a taste of every niche market out there, the Weinstein boys are looking to go where no Jew has gone before -- their forming a faith-based distribution label, and have partnered with Christian shingle Impact Entertainment on a first-look production deal. Yes folks, the Weinstens are on a quest to find Jesus in hopes the man will bring them lots and lots of money. Is it just me, or is this whole deal just a tiny bit odd? Then again, the Weinsteins are businessmen, and if there's a hungry audience out there, you bet they're going after them -- regardless of whether or not they celebrate Chanukah.
In a deal that's similar to the one they forged with Black Entertainment Television founder Robert L. Johnson (oh yes, the boys have officially gone urban as well), The Weinstein Co. will finance, co-produce and distribute approximately six theatrical titles per year, as well as a number of straight-to-DVD releases through their homevid label Genius Products. Oh, but they're not the first giants to jump into the holy water-filled pool, Fox has already announced their own faith-based division, FoxFaith, in which the studio will help distribute (but not produce) 12 films per year.
The first two theatrical gigs for TWC will be adaptations of The Penny, by Joyce Meyer and Deborah Bedford, and The Christmas Candle, by Max Lucado. Says Bob Weinstein about the deal, "This is a rapidly emerging and important area in the entertainment industry, and this deal fits perfectly into our strategy of acquiring and producing films that target niche audiences." I have no problem with that, so long as they eventually throw us Jews a bone too. Oh wait, perhaps that's asking a bit too much from a couple of boys named Weinstein. Oh well.