Stop selling the problem.

Stop selling the problem.

We have a saying in our business that we pass on to our clients:

Stop selling me the problem.

People don’t want to be told how bad things are all the time. They already know. What they want is hope. What they want is assurance. What they want is to see someone who is bold and has a plan and can inspire them to believe things can and will get better.

I refuse to work with anyone who does not understand this. It’s also why I don’t make films that are about subject matter or causes. Christian filmmakers are just as guilty of this as non-Christian filmmakers. They’ve just learned to re-brand what we used to call propaganda.

Now they call it a “Message Movie.”

It’s garbage.

“Message Movies” sell problems. When you’re done watching a “Message Movie”, how do you feel? Good? No, how can you feel good when you’ve just watched 90 minutes of selling the problem?

Christian filmmakers should understand this, but most of them don’t.

Story first. Because there’s a message in every story, but most messages don’t have a story. They just have a message. And we’re tired of all of the messages.


Mark Archer is a Sundance and Cannes award-winning filmmaker, author and speaker. His newest film, “Inwood Drive”, is available on Amazon and at

Sundance Award-winning Producer/Director.

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