Or, No Prayer Please, We’re British!
Fifty Shades of Grey brought millions to cinemas this year and Gasper Noe’s explicit Love won critical acclaim, but some scenes remain too disturbing for the gentle English viewer. A shocking 57 second long film will not be shown in many British cinema’s because it has been deemed too controversial for most cinema-goer’s tastes. Indeed, the short video below could safely be described as “Not Safe For Work” – depending on where one works, of course. Readers with small children might want to make sure that they are out of the room and those of a sensitive disposition may look at another post.
Digital Cinema Media (DCM) agency, which handles British film advertising for the major cinema chains, Odeon, Cineworld and Vue, has refused to air this film which – at most – points out that many people from many different walks of life pray and happen to find prayer helpful. The Lord’s Prayer – and the sermon of which it is a part – plays a crucial role in history and politics. Muslim’s believe that its author was a prophet and the theology which infuses the prayer inspired Gandhi.
Yet DCM, in their theological wisdom, have deemed that “some advertisements – unintentionally or otherwise – could cause offence to those of differing political persuasions, as well as to those of differing faiths and indeed of no faith.” One wonders which secularist organisation would complain about Archbishop’s praying in public or protest at believers wanting to forgive others. Most Muslims, Sikhs, Hindus or Buddhists would agree with the sentiment that prayer is an important source of consolation and edification. In fact, one could suspect that many members of these religions will be offended that a secular organisation has taken offence on their behalf.
It is difficult to give DCM’s justification any credit. Nearly every advertisement takes some stance on issues which religions directly address. Most advertisements casually promote the values of consumerism and capitalism; many endorse hedonism. Some endorse the aesthetics of family values. Others parody religion: this year Mulberry ran an advertisement in which Jesus was replaced in the crib with the miraculous gift of a £900 Bayswater red leather tote:
The premise of Mulberry’s advertisement is mildly, if unintentionally, offensive. Indeed, a slight controversy surrounded its airing and brought Mulberry some free publicity. But no advertising outlet withdrew the advertisement. Christians were not going to take to the streets in protest. The advert was tame compared to the standards set by Jerry Springer: The Soap Opera and many a South Park script. And, in fact, most Christians merely rolled their eyes at Mulberry’s insensitivity. (Some even cleverly incorporated it into their evangelism).
Mulberry makes sense to advertisers because it sells things. But no-one can really grasp why Christians would want to advertise when there are no profits at stake. Religious belief seems to be a strange land to the good folks at DCM. The Church is a foreign country – people do things differently there. Secular outsiders, like advertising agencies, do not seem to know what to make of strange sayings and odd practices like “prayers”. All this “faith”, “hope” and “love” seems much too subversive. Christianity seems judgemental, and even a little dangerous, to the secular mind: surely members of other faiths must be offended by it?
So it seems better, by far, to keep such backward folk outside our societies borders this Christmas. After all, it is the season of giving and good cheer…