How Judy Blume Finally Got a ‘Yes’ From Hollywood

March 07, 2023
Business

Ms. Gillett was pitching places that have, in fact, paid many millions of dollars for a revered talent. Think Netflix’s $100 million deal with Shonda Rhimes, the prolific television creator of such shows as “Grey’s Anatomy” and “Scandal.” But that wasn’t how the Blume-aissance was going to work. Instead, the effort became a piecemeal enterprise. A passionate email here. A fortuitous meeting there. Despite a handful of starts and stops because of the pandemic and its overhang, we will soon be awash in Judy Blume projects, both those about the beloved author and adaptations of her treasured tomes.

Ms. Gillett confirmed that nostalgia had played a big part in how these deals were made. Nostalgia, specifically for entertainment from the ’80s and ’90s, has fueled some recent Hollywood hits like “Top Gun: Maverick,” which earned $718 million, and this year’s Oscar race, which has three stars from the ’90s nominated — Jamie Lee Curtis, Ke Huy Quan and Brendan Fraser. Yet the relationship that executives say they have with Ms. Blume is far more personal.

Just ask Susan Rovner, chairman of entertainment content at NBC, who is redeveloping “Summer Sisters” for its streaming service. The executive, who oversees all programming on NBC’s linear channels and its streaming service, Peacock, talks about how “Deenie” saved her during her teenage years. As a girl growing up in Roslyn, N.Y., Ms. Rovner turned to Ms. Blume’s 1973 book about a 13-year-old people pleaser with an unfortunate scoliosis diagnosis. “Deenie” was Ms. Rovner’s salve, especially in the ’80s when bulky back braces were the butt of so many jokes. (Think Joan Cusack in “Sixteen Candles.”)

“I brought that book to college with me,” she said. “Honest to god, it got me through my teen years.” And to this day, she added, whenever she has a conversation with the higher power, she begins it with “Are you there God? It’s me, Susan.”

“So yes, Judy might be right,” she continued. “Those books really spoke to women my age. And it’s not until recently that we’ve been in positions of power to do something about it.”