In the dynamic landscape of Utah's marketing scene, the names Daniel, Jordan, Jeffrey, and Neal Harmon often shine as brilliant innovators. Their prowess was unmistakably evident from the very opening day of "Sound of Freedom," a remarkable achievement that effectively showcased the Harmon brothers' mastery, leaving Hollywood with a lesson in excellence.
The most recent offering from the Harmons, a low-budget action film revolving around an American hero tracking down pedophiles in the Colombian jungle, came tantalizingly close to overshadowing the latest "Indiana Jones" installment on the Fourth of July. Since then, its box office earnings have surged to an impressive $165 million. The film's influence has extended beyond the silver screen, gracing the halls of the U.S. Capitol and even captivating audiences at Donald Trump's prestigious golf club. Furthermore, the film's impact resonated deeply with millions of TikTok users, who actively engaged in dialogues concerning the global crisis of sex trafficking via videos shared in living rooms and theater parking lots.
The contentious elements that certain critics decried within "Sound of Freedom" — including its simplified depiction of child trafficking and its moralistic undertones — underwent a remarkable transformation, thanks to the adept marketing machinery at Angel Studios. This unique establishment, founded by the Harmon brothers in the heart of Mormon territory, operates as a counterculture to the traditional Hollywood model.
"Secure your tickets in advance today and help amplify the message that God's children are no longer commodities," beseeches Jim Caviezel, the film's lead actor, as the trailer reaches its conclusion. Addressing the camera directly, he encourages viewers to champion the film's cause and, if feasible, contribute financially to the studio's endeavors.
However, the Harmon brothers' fervent promotional campaign encountered an unexpected obstacle.
Videos emerged featuring Caviezel endorsing "Sound of Freedom" during a gathering of QAnon adherents and other conspiracy theorists. During this event, he made provocative claims, suggesting that traffickers were subjecting children to torture to extract concealed chemicals. A subset of fan-generated TikTok videos adopted a skeptical stance, suggesting that movie theaters were deliberately hindering the film's screenings. Amid this tumultuous backdrop, one of the numerous individuals acknowledged as a crowdfunder in the film's credits was arrested in connection with a child kidnapping incident.
In an abrupt twist, the Harmons found themselves in the limelight, necessitating Angel Studios to release multiple statements distancing themselves from the viewpoints and actions of certain fans. Nonetheless, this is not the first instance where the brothers have encountered adversity while pursuing their vision of establishing a faith-driven entertainment empire. Alongside a potentially historic TV series centered around Jesus, their journey entails experiences of financial hardship, legal battles with Hollywood studios, and a soured movie deal.
"They hold a strong sense of identity as a company that radiates positivity," expressed Ashley Bratcher, a filmmaker who took the decision to disassociate herself from Angel Studios due to her apprehensions regarding their fundraising methodologies. "I believe there's a considerable amount of undisclosed activity within the workings of this studio."
While the Harmon brothers possess a remarkable acumen for catapulting projects into the realm of viral fame, they maintain a modest digital footprint, often relying on organic word-of-mouth propagation. A representative from Angel Studios declined interview requests for this account.
In a previous interaction with The Post in 2016, Jeffrey Harmon shed light on their journey, revealing that he and his siblings — a total of nine individuals — hailed from humble origins in Idaho's farming region, selling potatoes door-to-door.
In the 2010s, the Harmon brothers managed Harmon Brothers LLC in Provo, Utah, a city home to Brigham Young University, the flagship institution of the Church of Jesus Christ of Latter-day Saints, to which their family belongs.
Within local circles, the siblings swiftly established themselves as prominent figures. Clint Betts, the creator of Silicon Slopes, a charity that supports tech startups in the region, stressed the Harmon brothers' significance, saying, "It would be nearly impossible not to be aware of the Harmon brothers." I genuinely consider them to be brilliant minds. They excel at storytelling and captivating audiences."
Initially, their company specialized in crafting ads for personal products like tongue scrapers and bathroom deodorizers, carving out a niche between wholesomeness and audacity. A standout achievement during this time was a viral video showcasing the Squatty Potty, a product claiming to enhance colon function. This video depicted a unicorn producing rainbow-colored ice cream onto a conveyor belt and amassed over 100 million views on YouTube and Facebook combined.
Jeffrey Harmon shared, "My beliefs don't prevent me from discussing bodily functions."
By then, the Harmon brothers were expanding their horizons beyond YouTube and into Hollywood. In 2014, they launched VidAngel, an internet service that purges "bosoms, blood, and bad words" from movies and TV shows.
Jeffrey Harmon added, "I no longer need to shield my kids' eyes or quickly skip a scene. VidAngel takes care of that for me."
Behind the scenes, VidAngel employed methods to bypass read-only encryption on DVDs without authorization, in order to remove objectionable content. This led to a copyright infringement lawsuit initiated by Disney, 20th Century Studios, Lucasfilm, and Warner Bros. in 2016. VidAngel ostensibly sold DVDs to customers for $20 before editing and streaming censored versions back to them, then repurchasing the DVDs for $19 the following day — effectively establishing a $1-per-day rental model.
This intricate system allowed the Harmons to defend their business under the Family Movie Act of 2005, which permits customers to edit films they have purchased. However, due to the pressure from the lawsuit, VidAngel underwent bankruptcy reorganization and eventually reached a settlement with the studios in 2020. This settlement stipulated that VidAngel would refrain from copying, streaming, or distributing videos without permission.
Though VidAngel remains operational, it no longer includes content from Disney or Warner Bros. Instead, it offers options to censor approved titles from streaming services like Netflix and Apple TV.
In 2021, the Harmon brothers rebranded their flagship company as Angel Studios.
The Angel Studios app resembles a faith-centric version of Netflix, featuring thumbnails suffused with angelic light for titles like "His Only Son" and "Testament." The screen prominently displays prompts for users to engage by commenting, sharing, or financially contributing to the company. "Be a Part of Stories That Amplify Light," their tagline, summarizes their aim.
Neil Harmon, Angel Studios' CEO, occasionally appears in a window to ensure that children are not traumatized by content such as the "Sound of Freedom" trailer. He asserts, "We created Angel Studios for all of you. You are the future of your world. We want the very best for you, so thank you for pausing and discussing this with your parents first."
Dallas Jenkins, a director recognized for faith-based entertainment, may appear wearing a "Binge Jesus" shirt to promote his streaming series recreating the life of Jesus. The Harmons' firm dubbed this the "No. 1 crowdfunded media project in history" in 2019. "The Chosen" has currently been viewed over 555,955,158 times. Viewers are invited to "Pay it forward to help create future seasons."
The app specifies that $15 supports 10 viewers per month, while $100,000 reaches 200,000 people and includes credit acknowledgment. However, Angel Studios does not disclose the amount collected through its "Pay it Forward" initiatives or their allocation.
Although the funds raised from "Sound of Freedom" fans and their utilization remain unspecified, Angel Studios supports anti-trafficking nonprofits by reimbursing private theater bookings for the movie at 70% capacity. Their intention is to raise awareness without impeding potential solutions.
The impact of "Sound of Freedom" since its July 4th release is undeniable. Nevertheless, the precise influence remains uncertain.
Following the film's debut, rumors circulated on social media that AMC was tampering with lights and temperatures in theaters to encourage viewers to leave. This idea gained traction through a viral TikTok video in which a man claimed his viewing experience was hindered by a malfunctioning air conditioner. He connected this to a conspiracy involving child trafficking and adrenochroming, stating, "There's so much happening around us, and it can happen to you."
Jim Caviezel, star of "Sound of Freedom," mentioned adrenochroming in relation to the film, a topic he discussed at a conspiracy-focused convention in Las Vegas. Despite such elements, Angel Studios distances itself without criticizing the film or its supporters.
Neal Harmon clarified, "Anyone watching this film knows it's not about conspiracy theories or politics." The studio issued a statement refuting rumors of sabotage and urging kindness towards theater staff.
In August, an individual who contributed to "Sound of Freedom" was arrested, making headlines. This individual's association with the film sparked discussions about the nature of contributions.
Neal Harmon issued a more measured statement, clarifying that anyone meeting legal criteria can invest in Angel Studios projects.
While these challenges may form a small part of Angel Studios' record, the company announced impressive earnings in 2022. Just a year after Disney and Warner Bros. attempted to shut the studio down, it announced $100 million in earnings. Additionally, a venture capital firm invested $47 million, advancing their long-term mission to revolutionize the entertainment industry.
With the success of "Sound of Freedom," their goal is becoming a reality. However, this dark PG-13 action film is quite distinct from the family-oriented projects that typically define Angel Studios' portfolio.
"Sound of Freedom" is loosely based on Tim Ballard's self-proclaimed rescue missions. Ballard, a former Homeland Security agent, plans sting operations to catch child sex traffickers throughout the world. The film, however, incorporates elements from the QAnon movement, which speculates that a conspiracy of elites kidnaps and transports children across the globe.
Despite this, the movie doesn't delve into QAnon theories. Jim Caviezel, renowned for portraying Jesus in Mel Gibson's "The Passion of the Christ," depicts Ballard akin to Rambo. He ventures through criminal hideouts to rescue a Honduran girl abducted to Colombia by criminal elements.
Polaris, an anti-trafficking group frequently cited by Angel Studios, asserts that the film's plot diverges from reality. Polaris spokesperson Rafael Flores Avalos contends that victims of trafficking are often manipulated by abusers they know. Solutions aren't as straightforward as heroic rescues or flashy stings.
While this type of film may mislead viewers into believing they can single-handedly intervene, Angel Studios advertises "Sound of Freedom" with a sense of moral urgency and explicit solicitation. Jim Caviezel encourages, "We can make 'Sound of Freedom' the 'Uncle Tom's Cabin' of 21st-century slavery." He urges viewers to use their phones to scan a QR code, ensuring financial constraints don't prevent access.
The fundraising page provides options to purchase tickets, claim free tickets through the Pay it Forward program, or contribute financially to Angel Studios. A ticker suggests that over 15 million tickets have been sold or redeemed, though the calculation methodology remains unclear.
Though the precise funds raised from "Sound of Freedom" fans and their allocation remain undisclosed, Angel Studios supports anti-trafficking nonprofits by reimbursing private theater bookings for the movie at 70% capacity. Their goal is to raise awareness without hindering potential solutions.
While the undeniable impact of "Sound of Freedom" since its July 4th release is evident, the exact scope of its influence remains uncertain.
Following the movie's premiere, rumors spread on social media about AMC tampering with theater lighting and temperatures to encourage viewers to leave. This concept gained traction through a viral TikTok video where a man claimed his viewing experience was disrupted by a malfunctioning air conditioner. He linked this experience to a conspiracy involving child trafficking and adrenochroming, asserting, "There's a lot going on around us, and it could happen to you."
Jim Caviezel, the star of "Sound of Freedom," mentioned adrenochroming concerning the film, a topic he discussed at a conspiracy-oriented convention in Las Vegas. Despite these elements, Angel Studios distances itself from such aspects without criticizing the film or its supporters.
Neal Harmon clarified, "Those who see this film realize it isn't about conspiracy theories or politics." The studio issued a statement denying rumors of sabotage and urging kindness toward theater staff.
In August, the arrest of a contributor to "Sound of Freedom" garnered attention. This individual's affiliation with the film prompted discussions about the nature of contributions.
Neal Harmon issued a more measured statement, explaining that anyone meeting legal criteria can invest in Angel Studios projects.
Although these challenges may represent a fraction of Angel Studios' history, the company announced impressive earnings in 2022. Only one year after Disney and Warner Bros. attempted to close the company, it declared a profit of $100 million.
Furthermore, a venture capital firm invested $47 million, furthering their long-term mission to transform the entertainment industry.
With the triumph of "Sound of Freedom," their goal is becoming a reality. However, this dark PG-13 action film stands in stark contrast to the family-oriented projects that typically define Angel Studios' portfolio.
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