The current patchwork of services instead may feature contemporary music, meetings in movie theaters, congregations with related music clubs, gatherings of Eastern and Middle Eastern faiths, megachurches and a greater number of female pastors.

"A new generation of churchgoers are hungry for an active faith and growth but not in the typical trappings," said Mr. Love. "There's a need for new thinking and new types of churches to meet the need of others who are different."

"Churches unwilling to make changes will drift into the background," he said. "Those with purpose and passion will come to the forefront."

What is clear, he said, is that there is an increase in diversity among religious faiths, a rise in the number of people who don't feel compelled to join a congregation -- whether or not they're active in one -- and a decrease in cradle-to-grave loyalty to one denomination.

Mr. Love said the church chose to meet in a theater initially because people outside the faith "judge a book by its cover." A typical church building with a typical sign is bound to attract typical people whose worship experiences are tied to people in the same faith, he said. But Journey Chattanooga hoped to attract people who wanted something different, he said.

Although "some still view their (religious) perspective as the correct way," he said, "it's important that we accept all religions. We're such a diverse community, it's important to include everyone."

As religious faith has become more diversified in Chattanooga, it also has become more common for different denominations and faiths to work together. Mr. Cohn, who recently attended a program on domestic violence at Brainerd Baptist Church, said he has seen an increased emphasis on interfaith services and "getting together.I see common goals and groups working together to reach those goals," he said. "I like that. I think that's very good for the community."