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The Word on DVD

FAITH & FAMILY GUIDE: The Bible proves popular on shiny disc

By Ed Hulse -- Video Business, 9/13/2007

The New International Version Listener's Bible will be released Oct. 30.

SEPT. 10 | With the growing trend in book-based DVDs, it’s fitting that one book’s DVD version is selling particularly well: the Bible.

How big is the market for Bible-based DVDs? “This is already a $100 million business,” says David Goodman, president of Bibles on DVD, “and we’ve only just scratched the surface.” Total sales on Goodman’s four Bible DVDs have topped 2 million units, and his upcoming release is positioned to be the biggest yet.

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On Oct. 30, Bibles on DVD will release the two-disc New International Version (NIV) Listener’s Bible (prebook now; DVD $29.95), featuring more than 77 hours of material in Dolby Digital stereo sound, with synchronized graphics and text illustrating every chapter and verse, narrated by Max McLean. The NIV, a Protestant Bible, is said to be the world’s most popular in print, so Bibles on DVD expects sales to be heavenly.

Goodman launched his company four years ago after being approached by prolific Bible-on-CD narrator Stephen Johnston to create a DVD version of the King James edition. The brand was developed by advertising in direct-response TV commercials, which generated, by Goodman’s count, “hundreds of millions of impressions.” The spots increased awareness and stimulated demand at retail. “Consumers began asking retailers if they carried our products,” he recalls. “Now we have a presence in Wal-Mart, Borders, Barnes & Noble, and we’re pursuing other traditional retail outlets as well. As a result, our share of the market is growing substantially.” In fact, the company has licensed every English-language Bible for adaptation to DVD.

Even long-established suppliers of Bible-based programming such as Thomas Nelson are finding that the category has spread beyond its Christian retail roots. According to Wayne Hastings, senior VP and group publisher for Nelson’s Bible Group, “Up to now, our primary means of distribution has been Christian bookstores, church gift shops and other direct-to-church sales avenues. However, we’re seeing incredible interest from mass-market accounts these days.”

Thomas Nelson has enjoyed considerable success with its Bible DVD offerings, beginning with the Visual Bible series, rights to which have since reverted to The International Bible Society, the original licensor. Nelson’s latest releases are different from standard Bible DVD presentations. The initial four volumes of the new Liquid series, Crossing, Fork in the Road, Live at Five and Mirror Image, street Sept. 18 (prebook now; DVD $19.99). The titles offer dramatizations of present-day people coping with real-life situations based on Bible stories.

“We’re finding a tremendous need for products such as Liquid,” says Hastings. “The trend [in Bible studies using DVDs] is gradually moving from a ‘teaching’ to a ‘personal story’ environment. People want to be engaged, and this type of product can stir conversation and create the sense of community they’re seeking.”

Like Goodman, Hastings sees a continuation of the surge in Bible-based DVD programming. “It’s continuing to grow at a rapid rate, fueled by small groups in churches and faith-based communities,” he says. “There’s tremendous potential in this segment of the market.”

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