No promises, mind...
This morning the theme set was "Wake Up".
And the DMA has a policy of not advertising any faith group. We can't expect preferential treatment - because despite the formal ties of establishment, we know, really, that we live in a post Christian country, where even the underlying story is no longer shaped by the life, death and resurrection of Jesus.
I'm not sure I'd have found it altogether comfortable to be confronted by the voice of a muezzin offering the call to prayer as I waited for a film to start...and I'm wondering if it smacks just a little of spiritual imperialism to expect our neighbours of other faiths to feel any better about the Lord's Prayer in those circumstances (specially as I'd guess there's a chance that some self appointed guardians of the prayer might have chosen to "tut" those who opted to unwrap sweets while the advert screened).
So on balance I'd not leap to voice indignation. I don't think it help. If anything, it surely makes us look rather silly (though it would have been good to have been warned of the DMA policy before the money was spent on the video - but I'd guess it has had far more exposure now than it would ever have had in the cinema - so maybe this is a blessing in disguise?).
I'd love us to live in a world where the climate was such that we all felt able to share and explore the riches of one another's faith traditions, without loss or compromise - but currently faith (or at least "religion") has been highjacked by extremists in all directions, so that there is more suspicion, less respect, than ever before.
And that I can and do lament. Deeply.