Blinded by the light case study

 BLINDED BY THE LIGHT CASE STUDY:


Funding
Blinded By The Light cost around $15m to make. Key points:
  • Bend It Films developed the film with support from Levantine Films and Ingenious Media.
  • Levantine Films is an independent production company that had a major success with Hidden Figures in 2016 which grossed $230m at the worldwide box office.
  • The Ingenious Group is an investment company that invests money in projects that have the potential to deliver future profits.

Production
Key points for making Blinded By The Light:
  • Adapted from a book called Greetings From Bury Park by Sarfraz Manzoor (a play on 'Greetings From Asbury Park' - a Bruce Springsteen album). The memoir outlined his experiences growing up in Luton in the 1980s and discovering the music of Springsteen.
  • Co-written and directed by Gurinder Chadha who had a smash hit in 2002 with her film Bend It Like Beckham (Bend It Like Beckham made over $100m at the worldwide box office).

Distribution
Blinded By The Light was picked up by New Line Cinema at the 2019 Sundance Film Festival after a bidding war with various other major film distributors. The film had been well received by audiences at the film festival. 
  • The all-night auction following the world premiere at the Sundance Film Festival in January 2019 guaranteed the film a major global cinema release which many films never achieve.
  • Previously offered for sale at the 2018 Cannes Film Festival but did not attract a buyer at that point although UK distribution was secured by eOne Entertainment, a Canadian media company.
  • New Line Cinema is an American production studio owned by Warner Brothers Pictures Group.
  • The film was released in cinemas worldwide in August 2019. The DVD release followed in December 2019 distributed by Paramount Home Entertainment - a Viacom company.
  • Deal with Amazon Prime secured in early 2020 for streaming in the UK - coinciding perfectly with the Covid-19 lockdown in March 2020. When this streaming deal expired, the film switched to Netflix before also disappearing from there too. Currently, the film is only available to buy or rent in the UK. 

Reception and box office
  • Positive word-of-mouth marketing but poor box office figures – just $18.1m box office against a $15m budget which means the film almost certainly lost money when factoring in the global marketing campaign.
  • Rival studios argued that Warner Bros. should have begun with a limited release to build audience interest, and that the film's August date was too close to that of Yesterday, a film with some surface similarities (a British romantic comedy based on the music of the Beatles and starring Ed Sheeran). [Source: Deadline Hollywood].

Promotion and marketing
Blinded By The Light was backed by a major international marketing campaign: 
  • Traditional marketing: trailer, film poster with review quotes etc.
  • Premieres - London, Luton and Asbury Park, New Jersey (attended by Bruce Springsteen).
  • Heavy social media presence – Facebook, Twitter, Instagram, YouTube.
  • Interviews with writer, director and stars across TV, radio, newspapers and magazines (see below).

1) What was the budget for Blinded By The Light and which companies contributed to the production budget?

The budget for "Blinded By The Light," a 2019 British comedy-drama film directed by Gurinder Chadha, was around $15 million USD. The production budget was financed by multiple companies including New Line Cinema, Ingenious Media, Levantine Films, Bend It Films, and Rakija Films. These companies provided the funding necessary for the production of the film.

2) Research the Bend It Networks website. What other films and projects has the company been involved with?
  • "Bend It Like Beckham" (2002) - A British comedy-drama film directed by Gurinder Chadha, starring Parminder Nagra, Keira Knightley, and Jonathan Rhys Meyers.
  • "Bride & Prejudice" (2004) - A romantic musical film directed by Gurinder Chadha, which is a Bollywood-style adaptation of Jane Austen's novel "Pride and Prejudice."
  • "Angus, Thongs and Perfect Snogging" (2008) - A British coming-of-age comedy film directed by Gurinder Chadha, based on the novel "Angus, Thongs and Full-Frontal Snogging" by Louise Rennison.
  • "It's a Wonderful Afterlife" (2010) - A British comedy-drama film directed by Gurinder Chadha, which combines elements of comedy and horror.
  • "Viceroy's House" (2017) - A British-Indian historical drama film directed by Gurinder Chadha, depicting the events surrounding the partition of India in 1947.
3) Research Warner Bros. Pictures and New Line Cinema on the Warners website here. Summarise the history of New Line Cinema in a short paragraph.

New Line Cinema, founded in 1967 by Robert Shaye, initially focused on low-budget and art-house films. It gained prominence with horror hits like "A Nightmare on Elm Street" in the 1980s. In the 1990s, it expanded with successes in films like the "Lord of the Rings" trilogy. In 1994, it became a subsidiary of Time Warner. Later it shifted towards producing bigger-budget films under the Warner Bros. Pictures banner in the early 2010s.

4) Read this Variety interview with director Gurinder Chadha explaining how the project came about - including budget details. What attracted Gurinder Chadha to the project and how did she manage to get the film made? 

Gurinder Chadha was attracted to "Blinded By The Light" because of its heartfelt story and the opportunity to explore themes of cultural identity and the power of music. The film follows a British-Pakistani teenager who finds inspiration in the music of Bruce Springsteen. Chadha, known for her culturally resonant films like "Bend It Like Beckham," saw this project as a chance to tell a universal story of self-discovery and the pursuit of dreams that was based on real life events.

Distribution

Read this Deadline feature on the distribution deal for Blinded By The Light and answer the following questions: 

1) Which company won the distribution rights after the all-night auction and for how much?

It was won by New Line Cinema, a division of Warner Bros. Pictures. The distribution deal was reportedly worth around $15 million USD.

2) Which other companies were rumoured to be bidding for the distribution rights?

Some of these rumoured contenders included Paramount Pictures, Lions-gate, and Focus Features. However, New Line Cinema ultimately emerged as the winner of the distribution rights.

3) According to the article, what was the 'allure' of Blinded By The Light?

The allure of "Blinded By The Light" lies in its universal themes and heartfelt story about finding inspiration and identity through the music of Bruce Springsteen.

4) UK distribution was secured by eOne Entertainment. Visit the eOne About Us page on their website - what do they claim to offer under the heading 'Passion meets possibility?'


Marketing, promotion and reception

Watch the following clips to learn about the marketing and promotion of the film. 

Watch the trailer for Blinded By The Light:


Watch the film being promoted on The One Show (BBC1): 


Watch writer Sarfraz Manzoor talking about 1980s nostalgia and British-Asian identity:


Watch this 'fans dream' featurette produced by Bend It Networks:


1) What does the trailer suggest regarding genre and the potential audience pleasures of Blinded By The Light?

The trailer suggests that "Blinded By The Light" is a true story with coming-of-age film with elements of comedy and drama, this appeals to audiences who enjoy comedic stories along with stories based on true life events that are about personal issues and the power of music.

2) What TV shows and websites did interviews with writer, director and stars of Blinded By The Light? Why are interviews a good way to promote a new film release? 

TV shows such as "Good Morning America" and websites like "Collider" conducted interviews with the writer, director, and the actors in "Blinded By The Light." Interviews are a good way to promote a new film release because they provide a place for the creators and cast to share their opinions on the movie and connect with audiences, to help sell cinema tickets.

3) What did film posters for Blinded By The Light feature and where did they appear? You may need to research this on Google Images. 

Film posters for "Blinded By The Light" featured vibrant colours and pictures of the main character, Javed, along with things representing music and the 1980s setting. They appeared in various locations such as cinemas, bus stops, subway stations, and online platforms like social media and movie websites.

4) What social media accounts did Blinded By The Light use to promote the film? Note: some sites may be blocked if you are working in school - you will need to use your phone or complete your research at home.

"Blinded By The Light" used social media platforms such as Twitter, Facebook, and Instagram to promote the film. They shared the trailers, behind-the-scenes footage, interviews, and engaged with fans to generate awareness about the movie.

5) Select three posts from the Blinded By The Light Instagram page and explain how they promote the film.
  • Poster Reveal: Showcases colorful poster with quotes from movie critics, characters, and captions talking about the themes, allowing the audience to experience the story.
  • Behind-the-Scenes: Shares set photos or videos, giving insight into production and adding anticipation with captions from cast or crew.
  • Fan Engagement: Asks followers for favourite '80s songs or memories, building community and trying to help create the film's nostalgic theme while promoting engagement.

6) Go to the Bend It Networks YouTube channel. How does Gurinder Chadha introduce the channel?  What other content is on the Bend It Networks YouTube channel?
    • Trailers and Clips: Promotional videos and snippets from Gurinder Chadha's films, including "Bend It Like Beckham," "Blinded By The Light," and others to help show what kind of films she produces.
    • Behind-the-Scenes Footage: Exclusive looks at the making of Chadha's films, featuring interviews with cast and crew, and glimpses into the production process.
    • Interviews and Q&A Sessions: Conversations with Gurinder Chadha and other professionals discussing filmmaking, storytelling, and cultural topics to help engage the audience.
    • Cultural Commentary and Discussions: Videos exploring themes of diversity, representation, and social issues within the entertainment industry.
7) Look at the box office figures for Blinded By The Light from The Numbers website. How much did it make at the box office and why do you think it was largely unsuccessful?

The film had had a budget of $15 million and only earner $18.1 million in the box office essentially loosing money

8) Click on the tabs with further information (such as 'News', 'Box Office' and 'Video Sales'). Copy and paste some more statistics or sales figures to add to your understanding of the film's financial performance.






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