IF you’re watching the new Star Wars film The Force Awakens this week one thing you won’t see prior to all the wonderful futuristic gadgetry and blockbuster action is an advert featuring The Lord’s Prayer.

A decision by media agency DCM (Digital Cinema Media) not to allow the screening of an advert created by the Church of England about prayer means it won’t be shown in UK cinemas at this prime time, or at all.

DCM’s argument is that it has a longstanding policy not to accept “political or religious advertising” and opted instead for what it called “a clear neutral stance”.

On the face of it, this decision could be interpreted as an attempt to be even-handed to all religious persuasions by not allowing any to advertise in cinemas. In fact, I thought just that initially, and wondered whether the cinema the right place to highlight religions anyway. That is, until I saw the advert on YouTube, and then I changed my mind.

It is not actually a pro-Church of England advert but pro-prayer, of virtually any type and pretty inclusive. Agreed, it does feature the words of The Lord’s Prayer through different scenarios, but since this is a very common universal Christian prayer it has international appeal and understanding.

To me, the advert – well-made, all-encompassing and short enough to be an acceptable message at the cinema – actually promotes community across the world. It implies the importance of praying to your God, whoever he is, and coming together with others.

The outcry from people across what has always been a Christian country about the decision is understandable. However, given that several hundred thousand people have already seen the advert on YouTube, it may just be that its creators were right in going ahead making this costly advert.

There are certain types of publicity that you just can’t buy, and there’s nothing like a ban and ensuing public row to elevate any cause to the ranks of a crusade. There is certainly an argument that the advert has made a greater impact since DCM decided not to run it than if it had actually done so.

This is a time of year when more people may be inclined to go to church anyway. Christmas has not been completely hi-jacked by commercialism, and there are many who ensure they worship in church, and who promote prayer 365 days of the year.