Alejandro Monteverde must be overjoyed, having co-written and directed this summer’s sleeper hit, “Sound of Freedom.” After eight years in the making on a $14.5 million budget, the indie film has astonishingly earned over $167 million in domestic ticket sales since its release on July 4th. This places it in the same league as blockbuster franchises like Disney’s “Indiana Jones and the Dial of Destiny” and the latest “Mission: Impossible” installment.
Yet, it’s understandable if Monteverde feels a bit frustrated. While much of the film’s success—an edgy crime thriller based on former Homeland Security agent Tim Ballard’s daring mission to rescue children from sex traffickers—is attributed to the strategic marketing by Utah distributor Angel Studios and the enthusiastic endorsement from right-wing supporters, including Steve Bannon and former President Donald Trump.
The film’s star, Jim Caviezel, who plays Ballard, has publicly supported QAnon theories, including baseless claims about a global pedophile ring involving Democrats and Hollywood figures. Ballard himself took to Instagram to criticize what he calls the “godless leftist media” and the disparity between his film’s high audience scores and middling Rotten Tomatoes ratings.
This divisive reaction has turned “Sound of Freedom” into more than just a film—it’s now a movement, thanks in part to Caviezel and Angel Studios urging supporters to provide free tickets for future viewers.
As Monteverde basks in the surprise success of his film, completed in 2018, picked up by Fox, and temporarily shelved due to Disney’s acquisition, the international launch is imminent. In a recent interview, Monteverde reflects on his intentions behind the film and the aftermath of its release.
“I stayed away from politics,” Monteverde shares, explaining that he never anticipated his movie being labeled as faith-based until discussions with Angel Studios CEO Neal Harmon and his brothers about securing new distribution. “Their passion impressed me…and that’s where this journey began.”
Angel Studios executed a focused faith-based marketing strategy, using crowdfunding to raise $5 million, although this approach hit a snag when one backer out of 6,678 was arrested for a child kidnapping. Provocative interviews with sympathetic media and the “pay it forward” campaign were also part of the marketing mix.
“Angel Studios understood that word-of-mouth would be our best advertisement,” Monteverde explains, targeting the faith-based audience. He adds, “When things got a bit intense, I was a thorn in their side…we respectfully disagreed.”
Given the film’s unexpected success, Hollywood studios are keen to learn from “Sound of Freedom,” particularly regarding its international potential. Monteverde’s reservations, it seems, only go so far. “If I were a distributor in France and saw a movie make nearly $200 million in the US, I’d definitely be reaching out to ask, ‘How did you do it?'”