The Passion released on the 26th and Evangelical Opportunities in UK

From 26th March, Mel Gibson's film The Passion of the Christ will be showing in the UK. Even though many people have already heard about the movie from all sorts of media, the film is still attracting huge interest. Most importantly, it provides an unusual opportunity to share the gospel this Easter in the UK.

Last month in the US when the film had its first-showings in the cinema, churches booked out whole cinemas and the movie has been used as an evangelistic tool. Now the same strategy will be applied by UK Christian organisations to evangelise church-goers.

One example is the UK Premier Radio. It has invested a huge amount of resources in promoting this film with great faith that it can bring a lot of people closer to Christ.

During the first two weeks of March, Premier invited local church ministers to 11 advance screenings throughout England, Scotland and Wales. As a result, over 3,000 ministers managed to get an early viewing of the film.

Peter Kerridge, managing director of Premier Radio explained, "We are aware it is controversial, but wanted to play our part in ensuring as many church leaders could see it ahead of its general release, so they could make their own mind up about this movie and will be better equipped to tell their congregations about the film and answer the questions enquirers will have."

Another successful outreach campaign has been launched by the Christian Enquiry Agency (CEA). The campaign is aimed at cinema-goers who do not go to church but go to see Mel Gibson's film. 150,000 response postcards have been produced by Christian Enquiry Agency to be placed in UK cinemas through Boomerang Media - the UK's leading lifestyle and youth-targeted media company.

Over 80% of the entire UK population is attracted to make at least one visit to the cinema per year. Looking upon its popularity, the Christian ministry is ambitious in catching young people in the cinema. According to Boomerang Media, more than 60% of all cinema-goers are under 35.

"This is the age group that is missing from churches and the film offers a great opportunity to reach them with the reality of the cost of God's love for us all," added Christian Enquiry Agency director Jeff Bonser.

Part of the response card can be sent freepost to CEA for a free booklet related to the film. The retainable section has thought provoking words, a verse from the Bible and an invitation to look at the special content on the UK evangelistic website (www.rejesus.co.uk/thepassion).

Christian Enquiry Agency also offers enquirers further help and provides possible ideas, including prayer, details of Alpha courses and contact with local Christians.

According to the Christianity+Renewal Magazine in the UK, it is unwise to expect the film will bring about some massive revival. On the other hand, it is important to meditate on the strengths and weaknesses of the film and its potential as an evangelistic tool.