Independent Film: I, Daniel Blake 2016 Flashcards
What is the product context for I, Daniel Blake?
- Independent social realist film, directed by renowned filmmaker Ken Loach
- A UK/French co-production
- Received funding from the BFI and BBC films
- Became Ken Loach’s largest grossing film at the box office (taking over $8 million)
- Highly critically acclaimed and generated much debate due to the contemporary social and political issues addressed in the film
- It was nominated for many award, including several BAFTAs.
What are the social and political contexts of I, Daniel Blake?
- Addresses contemporary British social issues such as poverty, the welfare system and the Work Capability Assessment
- Conveys a clear left-wing political message and criticises specific government policies
- Much of Ken Loach’s work has addressed similar issues
- Ken Loach is a social campaigner, known for his socialist political views
What is the funding for I, Daniel Blake?
- Public money funds the film
- The funding bodies are the BFI (through national lottery funding) and the BBC
- They fund lower budget films that are meant to make an impact
What are the processes of production?
- I, Daniel Blake is a low budget social realist film funded by the BFI and BBC
- It was filmed largely on location, features lesser known actors and does not rely on special effects
How was digital marketing used for the promotion of I, Daniel Blake?
- Trending hashtag saying ‘we are all like Daniel Blake’
- Facebook page has 66 000 likes
- Twitter has 12 400 followers
- The website includes ticket info, trailers, and offers links to social media
- The trailer offers a hashtag (#idanielblake)
- BBC website promotion through production images along with images about the show
- YouTube - offers the audience trailers and interviews
How was broadcast marketing used for the promotion of I, Daniel Blake?
- Cinemas discounted tickets as the target audience wouldn’t be able to afford them at normal price
- Gave away 10 000 free tickets
- Positioned the film as a must see release with a potent social message
How was grassroots used to market and promote I, Daniel Blake?
- Words and quotes to do with the film were projected onto walls and buildings
- They had conversations with people in local communities about key issues to them before the film was released
- It generated debates due to people of society being able to relate to the circumstances seen in the film
How was print marketing used to promote I, Daniel Blake?
- Used artwork to promote the film, e.g. posters and production images
- They had reviews from magazines and newspapers, e.g. The Telegraph, The Guardian, etc.
How was I, Daniel Blake distributed and circulated?
- The film was exhibited at various film festivals and received a theatrical release in Britain and various other countries
- It was later released on digital download and DVD/Blu-ray
How has Loach been able to repeatedly secure funding for social realist films?
- Through the BFI, which is kind of like a charitable organisation based on Southbank in London
- Through the BBC
- Through audiences
- Through the public
How does media organisations maintain, including through marketing, varieties of audiences nationally and globally?
The marketing materials establish the status and reputation of film - positive critical comments on the poster, reference to the Palme d’Or award in the trailer etc.
What’s are the specific and distinct audiences, I, Daniel Blake is trying to target?
- The trailer references the BBC, BFI and the Palme d’Or, which suggests that the target audience would be educated and have a level of media literacy
- The trailer explores specific governmental policy which also may suggest audiences will have an awareness of political and social issues in the UK
How does the trailer of I, Daniel Blake, challenge the idea set out by Curran and Seaton?
The trailer seems to offer an experience that sits outside the logic of profit and power, and may arguably also demonstrate a level of variety and creativity that does not reflect Curran and Seaton’s ideas about the impact of media concentration
