Domestic ticket sales for movies continued to plummet in 2011 from their highs in the early 2000s, when The Lord of the Rings, The Passion of the Christ, and Spider Man ruled the box office, according to figures released recently by Hollywood.

Media scholar Dr. Ted Baehr, founder and chairman of the Christian Film & Television Commission, thinks many in Hollywood have lost touch with Middle America.

“They don’t know how to market to the average American who is a churchgoing Christian who believes in God, country, and family,” Dr. Baehr said.

For instance, Baehr noted that industry figures show that Hollywood is making more and more R-rated movies, even though such movies are making less and less money.

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