Former U.S. Senator Rick Santorum is testing a new distribution strategy for his faith-based film company.
Santorum was named CEO of EchoLight Studios just over a year ago, and wants to screen his movies in churches instead of theatres.
The first film to undergo the unique screening process was "One Generation Away", a documentary highlighting the persecution of Christians in the US.
The 3,000 religious leaders that receive EchoLight's films can charge their parishioners whatever price they choose, but the studio will receive $5 from each ticket sold.
In a recent interview, Santorum discussed the unique marketing idea.
"Many churches all over the country have the ability of theatrical production and sound," Santorum told The Hollywood Reporter.
"Instead of trying to encourage our church audience to go to the theatre, how about our church audiences go to church?"
The faith-based film studio plans to release four movies each year, with a budget of less than $3 million each. If a film proves to be popular, it will be shown in theatres, and featured at colleges and universities. All of the movies, however, will be screened in churches.
"Wherever it's appropriate, depending on how well it does in the church, then we'll take it to another venue," Santorum explained.
"One Generation Away" premiered in San Diego on Friday, and free tickets were available through local churches.
"You've got to customise your business model to meet the market that you have," Santorum said. "We're intentional about making movies for the faith-based community and this was the next logical step."
EchoLight also produced "The Christmas Candle" starring Susan Boyle, and "The Redemption of Henry Myers," a religious western.
Faith-based films have been increasingly popular, with movies like "God's Not Dead," "Noah," and "Son of God" exceeding box-office expectations.
In the coming months, "Exodus: Gods and Kings," a remake of "Ben-Hur," and other religious movies will come to the big screen.
