‘Blinded by the Light’, directed by Gurinder Chadha (known for 2002 film ‘Bend it like Beckham’), was released in January 2019.
Blinded by the Light is an example of a US/UK co-production and distribution. Its distributor New Line Cinema is associated with ‘indie’ films although it is a subsidiary of Warner Brothers Pictures, part of the global conglomerate, WarnerMedia.
‘Bend It Films’ is a UK based, indie production company owned by major US conglomerate ‘Warner Brothers’. Linking to the fact that major companies need new ideas and concepts, provided by the independent companies they own whilst independent companies need major companies to fuel distribution and exhibition because these major companies have the right to use streaming platforms to display their productions.
Blinded by the Light is a low-mid budget production ($15m) co-funded by New Line Cinema (an American production studio owned by Warner Brothers Pictures Group) and independent production companies including Levantine Films. Bend it Films and Ingenious Media. Blinded by the Light has grossed $17.2 million.
In an interview with Stefan Pape of the ‘HeyUGuys’ YouTube channel in August 2019, Chadha said that she created a film with a similar theme to ‘Bend it like Beckham’ because it is “what she knows” and that she was “worried about the repetition” which is why she left a 17 year gap between the two. This links to David Hesmondhalgh’s idea that the “cultural industries are risky” and indie companies and even majors often rely on repetition of what they know, and are good at producing, to keep a dedicated audience and fan base, meaning money and reduction of risk.
The role of the use of Bruce Springsteen’s music in getting the film financed and in the marketing of the film-Blinded by the Light has been described as a feelgood jukebox musical film using the music of Bruce Springsteen.
Use of traditional marketing and distribution techniques; trailers, posters, film festivals etc.
Marketing techniques such as use of genre, nostalgia, identity, social consciousness
Distribution techniques – reliance on new technology; VOD, streaming
Regulation of the industry through BBFC (British Board of Film Classification).
it can be considered in its economic context having a mix of independent and major production and distribution contexts targeting a different audience to ‘indie’ and high budget films.
It is based on the ‘true story’ of a Pakistani boy growing up in the UK in the 1980s. These links demonstrate how the historical context, nostalgia and British-Asian identity is used in the promotion of the film.
“One would assume it would mostly appeal to British Asians who lived through the 1980s, Bruce Springsteen fans, and in particular, Asian Bruce Springsteen fans who lived through the 1980s.” – Guardian Article : ‘My film is bridging cultural divides. This gives me hope in such polarised times’ by Sarfraz Manzoor, Thursday 29 Aug 2019
Use of social media such as Twitter, Instagram and Facebook as a way of distribution and advertisement. The ‘Meta’ conglomerate uses horizontal integration. The verified Instagram account ‘@blindedbythelightmovie’ has over 6,000 followers however it only follows 5 people, including the director, writer and leading characters. Perhaps the use of these accounts is to send a direct message of promotion rather than a way of connecting with their consumers. (Concentration of media)
