Promotions in Sermons

Phil Ryken at the Reformation 21 blog writes:

Sunday's Philadelphia Inquirer reports that Walt Disney Pictures is offering a free trip to London and a thousand dollars in cash to the winner of its promotional sermon contest. To qualify, a sermon has to mention Disney's new Narnia film. So welcome to a new medium of marketing: the sermo-mercial. It would seem that something more than Aslan is on the move. I wonder: Would mentioning the film while decrying the absurdity of the promotion qualify one's sermon for the contest?