Methodists Warn Against Narnia Commercialization
While the faith message may be shared with the children, commercialization of the film, such as the production of toys and video games, could undermine what values were taught.
The Chronicles of Narnia made its opening in London Thursday and tens of thousands of churchgoers have already been days ahead of the rest of the American public in viewing the much anticipated and debated film, opening in the United States today.
It's a gospel story telling the message of Christ, Christians say, while on the other end, some label it being no more than a children's adventure story. United Methodists, however, have brought up an entirely new concern outside the debate on the content of C.S. Lewis' novel: commercialization.
Julie Taylor, executive for children, youth and family advocacy of the United Methodist Women's Division, pointed to the commercialization of the Narnia film as an issue of greater concern for the younger audience of children.
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"We need to help people understand that by commercializing the message, the marketers are destroying the example of sacrifice," she said, according to the United Methodist News Service.
The "sacrifice" she speaks of is one of the values portrayed in the film, which she refers to as a "beautiful allegory of the Gospel story."
"We want our members to see the movie," said Taylor, whose division consists of one million members. "Talk about it with your kids. Talk about the message of the resurrection and the lessons it shares from our faith."
While the faith message may be shared with the children, commercialization of the film, such as the production of toys and video games, could undermine what values were taught.
"Whatever positive values children may learn from Narnia are undermined by the film's numerous commercial promotions and tie-ins that market junk foods, junk toys and the junky notion that brands will make us happy," said Dr. Susan Linn, author of Consuming Kids, according to UMNS. "That a film being promoted in churches is also being used to lure children to shopping malls commercializes the spiritual life of children and sets a disturbing precedent."
As licenses have been sold to use Narnia characters for marketing and to be made into action figures, board games and more in time for holiday shopping, Taylor poses the question to the faith community saying, "We need to determine for ourselves, what should we be doing - as people of faith - about this?"
