I, Daniel Blake

 British film industry- choices for British film industry

1.      Make low budget but aiming at mainstream British audiences. 

2.      Make low budget film film for niche 'art house' audiences on the UK and abroad. 

3.      Look for partners in Europe and/or America and the aim for more clearly an international audience.      

The cultural test- (BFI) is a point-based test where the project will need to achieve 18 of  possible 35 points to pass. It comprises of four sections;

• cultural context (up to 18 points)
• cultural contribution (up to 4 points)
• cultural hubs (up to 5 points)
• cultural practitioners (up to 8 points)   

Synopsis-

Daniel Blake (Dave Johns) is a 59-year-old widowed carpenter who must rely on welfare after a recent heart attack leaves him unable to work. Despite his doctor's diagnosis, British authorities deny Blake's benefits and tell him to return to his job. As Daniel navigates his way through an agonizing appeal process, he begins to develop a strong bond with a destitute, single mother (Hayley Squires) who's struggling to take care of her two children.

genre: Drama/ social realism

release date: 21st October 2016 

box office: 15 million USD 

AWARDS: BAFTA Award for best British film, Plame d' or 

Director: Ken Loach 

Writer: Paul Laverty

Stars: Dave Johns, Hayley squires, Sharon Percy

I, Daniel Blake Facts:

• Box office of $15 million vs an ESTIMATED budget of $1-5 million. A low budget, independent film
• Social realist film dealing with a hard hitting and intrinsically British issue. Clearly identifiable genre for white, middle class target audience
• HOWEVER: the niche and fragmentary nature of the audience of independent films means that this film also appeals to a diverse, working class target audience; the 'true' audience as Loach doubtless sees it
• Innovative marketing campaign saw ‘guerrilla’ screenings in town halls and projections of the trailer in public spaces
• Funded by a range of sources, including French premium TV network Canal+, Film 4 and the National Lottery
• Contradicts Curran and Seaton’s notion that media only exists for power and profit… or does it? Film was comparatively extremely financially successful, and saw international critical acclaim, winning a Palme D’or at Cannes

Ken loach: Ken loach Kenneth Charles Loach is an English filmmaker. His socially critical directing style and socialist ideals are evident in his film treatment of social issues such as poverty, homelessness, and labour rights. films include: I, Daniel Blake, Sorry we missed you and The wind that shakes the Barley. 

Is I am Daniel Blake a true story? Among those getting involved was Veep creator and Death of Stalin director Armando Iannucci, who tweeted that the film was “based on real case studies, meetings with real claimants.” He added: “It's a well-researched film, and is actually a surprisingly dispassionate account of what the benefits system is for many.

David Cameron was the prime minister at the time whilst the film was  in production, whereas when the film was actually released Theresa May had taken over. 

Ian Duncan Smith criticised the film saying its portrayal of Jobcentre staff is unfair "This idea that everybody is out to crunch you, I think it has really hurt Jobcentre staff who don't see themselves as that."

Nominated for 5 BAFTA awards:

Best Film

Outstanding British film

Best Director

Best Original Screenplay

Best supporting actress

After a premier at the Cannes Film Festival in May 2016, I, Daniel Blake was released worldwide throughout late 2016 and early 2017.

A platform release pattern was used which means the number of cinemas offering the film increased over it's 'lifetime' 

In it's opening weekend in the UK, the film started off in 94 cinemas, before growing to 273 cinemas.

Social Realism

An artistic movement that started in America in the 1930s. It is originally taken in the form of paintings, films and other forms of media emerged that cold be described as being affiliated with social realism. 

Social realism focuses on issues alive in a modern society which is represented by different ideologies. Themes can be such as drugs, money, prostitution and sex. An example of this is featured in the drama 'Top Boy'. We can see themes of drug dealing, gangs and other types of crime. The show is based in Kent, East London. 

Marketing

- eOne production completed the distribution and marketing for I, Daniel Blake

- Gained funding from the BBC, BFI

Were there any unconventional forms used? Why?

 I Daniel Blake, quotes were projected onto important buildings such as the Houses of Parliament, this gained a lot of attention and was shared on social media. It even featured in the newspapers

What Conventional methods were used/Why? 

There were traditional trailers, posters and print adverts created to promote the film.

The Daily Mirror created an article based on the film

Who is the target audience for the film?

The target audience of this film are slightly older, British,  educated people who are media literate and socially aware of political policies

How would different marketing techniques appeal/attract different parts of the target audience?

Ken Loach is used as a unique selling point in the marketing materials, his name is placed on the film cover to bring in fans of his work 

The Daily Mirror is used to engage audiences who are anti conservative, slightly older, and still read print newspapers. They had a left-wing stance and audience.

The Palm D’Or award is mentioned to engage audiences looking for a culturally significant/quality film

Projecting I, Daniel Blake quotes onto important buildings in Britain, engaged with a British audience.it also targeted a global audience through tourists and social media shares .

Marketing Strategies

Above the Line marketing - Advertising were mass media is used to promote brands and reach out to the target audience. These include conventional media such as television. radio advertising and print advertising. This method is used to get a wider spread of audience.

Below the line advertising - Advertising that is less conventional. This is a preferred tool when the target audience is niche and a lower budget is used.

Guerrilla marketing - An advertisement strategy designed by businesses to use to promote their products or services in an unconventional way.