Angel Studios Turns to Viewers of Faith to Greenlight Movies

When “Sound of Freedom,” a $14.5 million indie film about child trafficking based on the life of a Homeland Security agent, stormed the box office to become an unlikely $250 million hit, practically nobody saw its runaway success coming.

Except Neal Harmon.

Harmon is the chief executive of Angel Studios, a self-described “values-based distribution company,” that he founded in 2013 in Provo, Utah, with his brothers Daniel, Jeffrey and Jordan as well as their cousin Benton. Even before a rave review from Ted Cruz and a private screening held by Donald J. Trump, the reception for “Sound of Freedom” was effectively preordained, Neal explained in a recent interview, because the studio’s million-member Angel Guild had endorsed the film before the company decided to acquire the distribution rights.

“We definitely knew it was going to be successful because of the guild’s reaction,” Neal said. “We knew it was going to be really well received.”

Most distributors rely on the instincts of a programming team, which typically attends festivals and watches screeners like a prospector sifting for gold. Angel’s model defers to the subscribers of its streaming platform, which has grown to become one of the most-downloaded apps on the Apple TV store, occasionally surpassing Netflix, Disney+ and Amazon Prime Video.

In addition to a library of original content, the Angel app features short-form concept videos for potential movies or TV shows. Subscribers, or guild members, answer short surveys about the videos, and based on the results, Angel decides whether to greenlight projects. Subscriber fees are funneled back into the films and shows in production, essentially turning Angel’s system into a wide-scale crowdfunding model.