Dark Comedy Exploration: Lily James Revamps the Male-Dominated Tech Sphere in 'Swiped'
In the vibrant world of tech startups, British actress Lily James brings to life the resilient and complex Whitney Wolfe Herd, the founder of the female-focused dating app Bumble, in the film Swiped.
Set against the backdrop of the late 2000s, Swiped offers a light-hearted yet profound exploration into workplace disparity, surpassing the narrative of films like 2019's Bombshell. The film delves into the tumultuous journey of Wolfe, who was ousted from Tinder and subsequently headhunted by Badoo to spearhead the development of Bumble.
The story unfolds as Wolfe, then just known as Wolfe, gatecrashes a startup convention in search of support for a website aimed at helping orphanages find volunteers. Her determination catches the eye of Sean Rad, the founder of Cardify, who takes a chance on her and brings her into the fold. Together, they work on a dating site to rival Match.com and eHarmony, which later becomes Tinder.
As Tinder gains traction, Wolfe becomes romantically involved with Justin Mateen, Rad's second-in-command. This relationship, however, leads to alienation and a series of challenges that threaten Tinder's image. One such challenge is a piece about "dick pics" in Vice that casts a negative light on the app. In the face of adversity, Wolfe fails to support her female co-workers when they demand she speak up about the bad press.
The film also sheds light on the office dynamics and power structures within Tinder. An impromptu celebration at the 1 million user milestone sets off the office sprinklers, revealing the intricate web of relationships and hierarchies within the company.
Swiped is more than just a biopic of Whitney Wolfe Herd. Due to stifling non-disclosure agreements, the film is an unofficial depiction of her life. It hijacks the schmaltzy, feel-good tropes of the empowered-woman-makes-good formula to deliver something dark and of its time.
Rachel Lee Goldenberg, who has previously directed the Will Ferrell-Kristen Wiig drama A Deadly Adoption, a parody of Lifetime Channel movies, co-writes and directs Swiped. The film follows Wolfe as she navigates the male-dominated tech industry, facing threats and intimidation, and ultimately emerging as a trailblazer.
As Tinder's launch is aided by a campus tour led by Wolfe, the atmosphere at Hatch Labs, where the company is based, is characterised by party central, a young-adult playground with slides and ping-pong tables. A montage in the film suggests that women using Tinder are liberated and free.
Despite the CEO of Badoo in the film being embroiled in the MeToo vortex, Wolfe remains determined not to let herself go down with the ship. The film ends on a hopeful note, with Wolfe giving the new app the name Tinder, though the tech world tries to take credit for it.
Swiped is a must-watch for those interested in the rise of Bumble and the journey of Whitney Wolfe Herd. It offers a unique perspective on the tech industry, shedding light on the challenges faced by women in a male-dominated field and the power of determination and resilience in overcoming adversity.
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