Outside the arena in Amherst, the teenagers at Mr. Luce’s Acquire the Fire extravaganza mobbed the tables hawking T-shirts and CD’s stamped: “Branded by God.” Mr. Luce’s strategy is to replace MTV’s wares with those of an alternative Christian culture, so teenagers will link their identity to Christ and not to the latest flesh-baring pop star.

Apparently, the strategy can show results. In Chicago, Eric Soto said he returned from a stadium event in Detroit in the spring to find that other teenagers in the hallways were also wearing “Acquire the Fire” T-shirts.

“You were there? You’re a Christian?” he said the young people would say to one another. “The fire doesn’t die once you leave the stadium. But it’s a challenge to keep it burning.”