The Blind Side: Taking Care of Business

There’s a fascinating article at the New York Times about the Sandra Bullock surprise hit “The Blind Side” – a true tale about a wealthy white woman who adopts a black teenager and helps him to become a football star. Made with $35 million (including $5.5 mill of Georgia state incentives), the movie is currently topping $235 million at the box office and has garnered Oscar attention with Best Film and Best Actress nominations. I haven’t seen the film yet (American Football movies don’t translate well to South Africa, where we like to play physical games without padding and helmets) so I’m not blogging the location today.

Rather, I’m interested in my other pet topic – how the savvy filmmakers took control of their own destinies and created a movie with multiple levels of appeal, which they then rode like hell.

In this case Grace Hill (Media) took the unusual step of offering online sermon outlines based on “The Blind Side,” with clips that could be used in churches equipped with video screens. According to Mr. Johnson and Mr. Kosove, about 23,000 churches downloaded the sermons, laying an exceptionally strong base for the film.

It’s clever stuff. Read more here.

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