After making more than $1.4 billion at the box office, producer Will Packer has gotten into the streaming game with “Praise This.” The Peacock original marks Packer’s first time producing a movie t…
original marks Packer’s first time producing a movie that wasn’t destined for cinemas. While the new distribution plan might seem like a reaction to the hit or miss theatrical business — or the kind of pivot that would happen after a box office bomb, which Packer has yet to suffer, by the way — that’s not what’s behind the change in strategy.
“Within a 12-month period, I’ve had ‘Beast,’ which is a theatrical film; ‘Praise This,’ which is a streaming film; another streaming film [‘Dashing Through the Snow’], which is releasing later this year on Disney+; and then I am going into production, hopefully, this fall on a theatrical movie,” he says. “I’ve got to be able to make ’em in a variety of ways and I’ve got to be able to think of my audience.
Similarly, “Praise This” puts a fresh spin on gospel-tinged tales like “Sister Act” or “The Fighting Temptations,” to which moviegoers were shepherded to theaters by their church groups. It also sprinkles in the contemporary spirit of Universal’s “Pitch Perfect,” though the new movie’s musical language is slightly more sanctified and certainly Blacker.
Too often, that church experience becomes identified with having faith and spirituality. I believe that there is no gatekeeper for a relationship with God, with a higher power, with your own personal faith and spirituality. That’s not a church, or a denomination, or a pastor — each of us can find that.One of my first quotes when I was pitching this to the studio was, “I actually want to piss off some church folks.
I know some of my peers feel like if it’s not part of the theatrical moviegoing experience, then that’s not the way they intended for it to be seen and that it’s somehow missing an opportunity. I will not argue that point. But, as storytellers, if indeed, you want as many people as possible to see it, you’ve got to be realistic about where they are.Theatrical audiences are coming back, and there are certainly films that are showing that there is some pent-up demand.
In terms of who the audience was for “Beast” — Who saw it in theaters? Who saw it on streaming? — that is very informative for me. With “Praise This,” though, it was more about who the audience is on Peacock. What are they looking for? What are they consuming? And how are they consuming it? I wanted to make something that was tailor made for an audience that was already there and an audience that we hope to bring to the platform.
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