'Soul Surfer' a big hit, but will it create 'Blue Crush' effect?

Bethany Hamilton and the many people involved in the making of "Soul Surfer" are celebrating a fourth-place opening-weekend finish at the box office, and with good reason.

The movie, a true-life portrayal of Hamilton's amazing comeback after losing an arm during a shark attack, earned $11.1 million and finished much higher than many experts had predicted. Additionally, it earned an A+ from CinemaScore, a market research firm that gauges movie-goers' reactions to films.

Now it'll be interesting to watch the ripple effect. Rip Curl, the company that sponsors Hamilton and the surf company sponsor of the movie, will realize a considerable boost in exposure and probably will enjoy an increase in the sale of girls' surf apparel.

Whether "Soul Surfer" will generate a "Blue Crush" effect, luring more girls onto surfboards and into the water, remains to be seen. But the boys are hopeful.

-- Pete Thomas

Photo of Bethany Hamilton is courtesy of ©Noah Hamilton Photography

Comments

[Rick Varner]

I highly recommend this movie. I have followed Bethany's story since the attack and the movie was well done. A great cast, beautiful scenery and a heart-wrenching yet warming story. The best part of the real story is only hinted at in the movie, the outreach Bethany has done to witness her faith to a broad spectrum of people.