How a 2006 pseudo-documentary turned the Law of Attraction into a global commercial phenomenon
In short: The Secret, a 2006 film about the Law of Attraction, promised that positive thoughts could manifest wealth and success. While critics dismissed its scientific claims, the project became a massive cultural phenomenon, spawning best-selling books, high-profile endorsements, and a complex web of legal disputes and controversies.
The Secret originated from Rhonda Byrne’s interest in New Thought literature, specifically Wallace Wattles' 1910 book, The Science of Getting Rich. Byrne, alongside producer Paul Harrington and director Drew Heriot, created the film through Prime Time Productions in Melbourne. The production team intentionally packaged the Law of Attraction—a concept dating back to the late 18th century—with a heavy focus on wealth enhancement to appeal to mass audiences. This aesthetic, described by critics as a blend of Dan Brown’s Da Vinci Code and infomercial-style production, utilized faux parchment and wax seals to create an air of mystery.
The film’s marketing strategy relied on viral techniques and the allure of forbidden knowledge. By presenting the concept as a hidden secret, the producers successfully tapped into a desire for exclusive insight. This approach proved lucrative; despite being initially rejected by Australia's 9Network for lacking mass appeal, the film and its companion book became global hits. By 2007, both were topping charts at major retailers like Amazon and Barnes & Noble. Domestic DVD sales in the United States alone eventually exceeded $65 million, and Simon & Schuster ordered a record-breaking 2 million copies for a single printing of the book.
However, the project was marred by internal conflict and public scrutiny. Esther Hicks, a prominent teacher featured in the original release, eventually rescinded her participation, leading to her scenes being replaced. Legal issues also plagued the production, including disputes over royalties, plagiarism allegations from other authors, and investigations into the business practices of featured contributors like David Schirmer. Furthermore, critics from the Skeptical Inquirer noted that the film’s central premise lacks any basis in scientific reality, while others, such as Barbara Ehrenreich, compared the corporate use of the film for employee training to cult-like indoctrination.
Despite these controversies, the film’s impact remains significant. It has been parodied across television and cited by figures like Conor McGregor as a tool for personal motivation. Whether viewed as a transformative self-help guide or a slick, commercially driven gimmick, The Secret remains a defining example of how modern media can repackage age-old metaphysical ideas into a powerful, albeit polarizing, cultural force.
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- Summary by Intellect · source: The Secret (2006 film)
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