20th Century Fox is soon going to have so many specialty divisions that their brand is going to be completely meaningless. Of course, it makes sense for a studio named for a century long past to have a bit of identity trouble, but with Fox 2000, Fox Searchlight, Fox Atomic and now FoxFaith, there's definitely room for confusion. At least FoxFaith, their newest, Christian-themed division has an easily distinguishable name. In fact, it is so literal and appropriate in its name, it sounds more like a new TV channel.

FoxFaith will be producing* 12 films a year, with 6 of these released in theaters under a partnership with the AMC and Carmike cinema chains. While Fox has said they will be marketing the films specifically to evangelical Christians, it isn't clear whether or not the films will be sappy family films dealing with good moral values -- perhaps in conjunction with newly acquired production company Walden Media, which produced Fox's Because of Winn-Dixie -- or if they'll also include violent Bible films like The Passion of the Christ, which was released in theaters by Newmarket but on DVD by Fox. All that is known is that the division's first release will be Love's Abiding Joy, part of the Western series based on the novels of Janette Oke. I doubt this film will capture the huge audience that Passion and other blockbuster religious films have, as it is basically a made-for-TV movie, but otherwise Fox is likely to make some big bucks with this venture, which some might see as purely exploitative. ...

*Correction: Fox has stated that they will not be making any of the 12 films. They will only be distributing them on home video under the FoxFaith banner.

AMC Theatres is continuing its lead in exhibitor promotions by giving out more free movies this summer. Perhaps you remember last summer when the cinema chain offered a money-back guarantee for Cinderella Man. Then last month it gave out free Akeelah and the Bee tickets to teachers. This time, the deal includes 12 different movies, is open to anyone and goes through the season.

In select cities (listed after the jump), G- and PG-rated films will be shown for free on Wednesday mornings. The films are not new, of course, but they are all popular family fare that are undeniably good deals. They include Shark Tale, Shrek, Shrek 2, Charlie and the Chocolate Factory, Racing Stripes, Because of Winn-Dixie, Ice Age, Dreamer, Madagascar, The SpongeBob SquarePants Movie, Scooby-Doo 2: Monsters Unleashed, March of the Penguins, and, the movie I will go see free any time, Wallace and Gromit in the Curse of the Were-Rabbit. In addition, The Cartoon Network is producing the pre-show entertainment, which will include bonus cartoon shorts.

It doesn't get any better than free movies, and the only catch is that the program's sponsors will likely be showing commercials during the pre-show. Like that is any different than when we pay, right? AMC's plan is brilliant, especially if they have their concession stands open at 9am. Since the movies aren't first-run, the theatres don't have to pay a lot to the studios to show them. In fact, the program's sponsors might be paying for the titles by themselves. And as packed as any of these shows is likely to be, seeing as they're free, they should be guaranteed to sell out on any rainy wednesday morning. If they sell popcorn to a good percentage of the audience, AMC will be making a ton of money (If they would sell better popcorn, they'd get some of the money from me, as well).