Sundae HQ has been a flurry of spins, twirls, karate kicks and fancy footwork, as we work hard to keep up with the whirlwind that is Northern Soul!
Initially expected to be shown in just a handful of cinemas, the film is now being screened at 160 locations across the UK – making it the largest ever short-window feature film release to date. I know, we’re still pinching ourselves too.
The nation is clearly embracing Northern Soul with open arms, as proven by the endless praise storming its way through social media from longstanding fans of the scene and film lovers alike. Most notably, everyone has flagged director Elaine Constantine for her authenticity and ability to respectfully depict such an iconic slice of music culture, as well as the film’s strong, punchy soundtrack.
The response from the press has also been brilliant so far, with 4-star reviews from The Times and Mark Kermode over at The Observer. Key film and culture publications including Empire and Time Out have had great things to say, with music press also speaking highly of Constantine’s work. Clash magazine, for example, noted “Elaine Constantine’s labour of love manages to both capture the spirit of the times and present it in a way that is both fresh and vital.”
We’ve also had the pleasure of meeting some incredible journalists with a love for the Northern Soul scene, who have championed the project in the lead up to its release and whose support is becoming integral to the campaign – I’ve particularly enjoyed reading Paul Mason’s musings for the Channel 4 blog.
Producing the film’s gala screening and after party in London was another highlight, which involved me getting on a train with a case full of Northern Soul branded miniature talcum powder bottles. No easy feat, but it was the smaller details like this that added lovely touches to the event.
The premiere saw stars from the film, including Steve Coogan, John Thomson, Lisa Stansfield and the two leads, Elliot James Langridge and Joshua Whitehouse, take to the red carpet along with director Elaine Constantine, who understandably described the evening as the best of her life.
At the after party, held at Madame Jojo’s in Soho, we had 20 of the amazing young dancers from the film in full costume showing us a thing or two on the dance floor. They travelled from all over the UK to be with us and really gave the party an amazing energy befitting of both the film itself and the legacy of the Northern Soul; it’s great to see that the faith is being kept alive by Britain’s younger ‘soulies’.
We have loved working on the film campaign since day one, and as it has grown in scale and momentum, it has truly is proved itself as one of those unforgettable projects – but if we ever do, it will only take the first five seconds of Shirley Ellis’ Soul Time to remind us.
Jess x
