Blinded by the Light (2019)

• ‘Blinded by the Light’, directed by Gurinder Chadha (known for 2002 film ‘Bend it like Beckham’ which made over $100M), was released in January 2019.

• 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.

David Hesmondhalgh says; “All business is risky, but the cultural industries constitute a particularly risky business” 

The media and creative industry is based off of audience preference, taste, and how audiences will react to productions. For example, if a production gets a unexpected, negative reaction, money is lost without being made back and jobs are lost, making it a risky venture. Artists and producers take a risk when creating a product as they don’t have any idea how it will be received by the consumers.

• It is based on the ‘true story’ of a Pakistani boy growing up in the UK in the 1980s. The film is written by and largely influenced by Sarfraz Manzoor’s, 2007, personal memoir, ‘Greetings from Bury Park’ (a play on the ‘Greetings from Ashbury Park’ album by Bruce Springsteen (1973).

• It was a ‘medium-low’ budget production ($15m), the British coming of age, comedy was co-funded by ‘New Line Cinema’ (founded in 1967), a company of the label ‘Warner Brothers Picture Group’, sub division of the ‘Warner Brothers’ media concentration. Regulation of the industry through the BBFC (British Board of Film Classification).

• ‘Bend It Films’ is a UK based, indie production company owned by major US conglomerate ‘Warner Brothers’. Bend It Films developed the film with support from Levantine Films and Ingenious Media. 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.

Bruce Springsteen’s Music

• The production uses Bruce Springsteen’s music from his fame during the 1970-80’s. The use of his music is a clever way of not only globalizing exhibition to project to Springsteen fans worldwide and also playing to a older demographic through a sense of nostalgia and way of looking back to the past.
• “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 online Article : ‘My film is bridging cultural divides. This gives me hope in such polarised times’ by Sarfraz Manzoor, Thursday 29 Aug 2019.

• Independent online Article : ‘Blinded by the Light, review: Gurinder Chadha’s ode to Springsteen is utterly joyous’, Wednesday 14th August 2019
•  “Blinded by the Light offers not only a reminder of Springsteen’s lyrical genius, but of how he’s always served as a beacon for the disenfranchised, wherever they may be”
• Nostalgia for Springsteen fans

• The director was granted the rights to use Springsteens music at a discounted rate from his management at Universal Music Publishing Group (UMPG) and Sony Music. In an interview with Variety (Jan 2019), Chadha reflects on her thoughts before making the film “I know how to make this film, but we have to get Bruce on our side.” Evidently the film needed the funding and support from Springsteen himself to be produced and completed. – Being as Bend it Films is an independent company, it needs support, unlike other companies who can self fund projects.

Distribution and Marketing

• Released in cinemas in August 2019
• Made $18.1 million in box office
• Picked up by New Line Cinema at the January 2019 Sundance Film Festival in Utah, USA
• This premiere guaranteed a global cinema release.
• Premieres took place in London, Luton and Ashbury park (attended by Springsteen)

• With ‘Bend it Films’ being owned by parent company ‘Warner Bros’, the film lends itself to being promoted through the plethora of streaming services that Warner Bros can access for their productions. For example, the film can be bought or rented on amazon prime video, google play and Apple TV as well as being streamed on Netflix.

• Use of social media such as Twitter, Instagram and Facebook as a way of distribution and advertisement. The ‘Metaverse’ conglomerate uses horizontal integration, meaning that it holds many huge companies under its overarching ownership . The verified Instagram account ‘@blindedbythelightmovie’ has over 6,000 followers however it only follows 5 people, including the director, writer and a few 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, it’s sole purpose is to inform and distribute.