CONTROVERSY has been sparked after 80 per cent of British cinemas have refused to show an advert because it contained the Lord's Prayer, prompting the Diocese of Carlisle to speak out.


Cinema companies Odeon, Cineworld and Vue will not be broadcasting the religious advert because it 'carries the risk of upsetting, or offending, audiences’.


The advert was developed to mark the launch of a new website, justpray.uk, which hopes to promote prayer in the digital age, and was scheduled to be shown from December 18 before the latest Star Wars Film titled The Force Awakens.


It features Christians from all walks of life, including the Archbishop of Canterbury The Most Rev. Justin Welby, each praying one line of The Lord’s Prayer.


But, according to a spokesperson for Cineworld's Digital Cinema Media (DCM), the company has a longstanding policy of not accepting ‘political or religious advertising’ content for use in its cinemas, which has been in place since its inception in 2008.  


They said: "We know that this issue is very important to many people and believe a clear, neutral stance remains the fairest policy for all, and allows DCM to treat all political and religious beliefs equally."


The advert was banned despite it previously receiving clearance from both the Cinema Advertising Authority and British Board of Film Classification.


The Diocese of Carlisle spoke out against the cinemas' decision, with Rt Revd Robert Freeman, the Bishop of Penrith, saying: "It’s very disappointing that certain cinemas have decided not to allow the showing of a film of the Lord’s Prayer, which for many is such a special and helpful prayer.


"Fortunately, all the surrounding media interest means that people are thinking about and praying the Lord’s Prayer and this has enabled people to reflect on and talk more about where prayer features in their lives."


The Archbishop of Canterbury, Justin Welby, announced that the renewal of prayer was his first priority when he took office in March 2013 and the advert was designed to spread that message across the country as well as draw Christians to the church's new website, which can be found at www.justpray.uk

It creates a place for prayer with advice on what prayer is and how to pray.  


The site also provides a ‘live prayer’ feed of prayers being given across the globe via Twitter, Instagram and Vine with the hashtag #justpray.