Kris Fuhr, who heads marketing for Provident, began inviting ministers, Christian leaders and secular marriage experts to the set of "Fireproof" a year ago when it was still shooting. "It takes a lot of time to get the wheels going in a faith audience," she said.
Provident also held about 200 free screenings around the country to get people talking about the film. "We found over 90 percent of people would recommend the film to their friends and family members," Gottlieb said. "That's way above the norm."
Provident also encouraged churches to rent out theaters for their congregations to see the film and even suggested they provide babysitting for parents. The First Baptist Church in Nashville did just that last Friday.
"We felt it was significant enough to invest the money into the lives of our members," executive pastor Tom Crow said. "We thought this can make a difference."
And, to go along with the film, the Kendrick brothers spent 10 weeks writing "The Love Dare," which is based on the book the character turns to in the film. It lists 40 daring ways to demonstrate your love to your spouse. The book is already in the top 20 bestsellers on Amazon.com, with more than 800,000 copies printed.
"It's surprising to me what's happening," Alex Kendrick said. "But I'm not surprised about what God can do."
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