Film Marketing Flashcards
1
Q
I, Daniel Blake &. Characteristics, why was it so impactful
production and distributiion
A
- Ken loach is renowned for directing films with his own recognisable style with social/ political issues. =
- low budget = through the use of panning shot, insyead of tracking (expensive)
- employs less well known/ non-actors = interviewed people who had become homeless = instead of using star power - different approavh
- loosely scripted to give realism = reflected issues at the time
- involves less privileged central characters.\
- themes: social injustice,drugs, economic hardship
2
Q
I Daniel Blake: context
A
- independnt social realsit film, direceted by ken loach (well-known director)
- An award winning British drama film
- main character: Daniel worked as a joiner
- he meets a single mother ‘Katie’ and her two young children
- Daniel stands up and fights for his dignity.
- rated a 15
- started a movement, developed its own hashtags
- released in 23 countries, more people were exposed to the reality
- The BFI supported the film
- critised the goverment at the time, wanted changes to the benefit system
Strong political message abt Britain an age of government seriousness’s
3
Q
keywords
Independent Vs Mainstream
A
Independent: produced by smaller production companies. They do not follow the same formula as studio films. Instead, they vary in style and genre = tends to be thought-provoking.
Dependent: often designed to make you think abt certain subjects/ issues and features challenging storylines that are more realistic.
Mainstream film is described as films that are widely released in cinemas, often created in the machine that is Hollywood. This is for a short period of time and are marketed to attract mass audiences and create revenue. = for entainment/escapism
4
Q
Marketing - I Daniel Blake
A
- Employed a system of disruptive marketing to develop an awareness of the film and it’s message.
- eOne (marketing company)
- organised free screening = didn’t want to make money, he wanted to promote his message
- trailers references the BBC, BFI - meets its literacy audience.
- premiered in Newcastle, where the film was set, to gain local support.
- film poster/community screening.
5
Q
idb
Economics context
A
- Low budget (less money on actors) don’t rely on star power
- funded by BFI & BBC
- film in realistic locations (hospital, job centre) = codes + conventions
- free screening: people who have been denied benefits
- great critical success
- recieve £8mill in the boxing film = exhibiting at lots of film festivals around the world
6
Q
black panther economic/political context
A
- Obama (first african-american president), created many initiatives that aided minority and women’s groups, from universal healthcare to access the under-priviledged
- Indursty efforts to readdress the balance have included Inclusion Rider seek to find greater equity on industry representation of race.
7
Q
Black panther- Global distributions
A
- Marvel benefits from Disney budgets, source to create a digital marketing campaign.
- 17th film from marvel
- trailers and clips that leaves them on cliffhangers
- kendrick Lamar created a soundtrack = targetting his fans, andd young black males = syngergy
- black panther was the most tweeted film = using hastags, posts, livestreams with the casts doing a q&a session - builds up anticipations/buzz and free marketing ewveryone was talking abt it
- Director Ryan Cooger
- promoted culture and a positivie representstaion
8
Q
black panther
marvel studios
ownership
A
- marvel studio a subsidiary company of disney (one of the largest global clogmereate in the word)
- vertically intergrated
- disney distributing the film meant that they had a large budget, and resources to create a detailed marketing campaign
- a global conglomerate involved also helped to distrubute the film globally
- a diversified company, = making comics (alot of experience)
9
Q
black pathner
marketing
A
- disney aimed to create 360 degree marketing campaigns for their films to ensure all audiences are familiar with their films = unavoidable
- posters, trailers, merchandise, actors on talkshows and magazine = increased awareness for the audiences across the world (increased profit)
- why was it so successfull? = Released a year later, built suspense
- trailer shown in the half time show (consists of very diverse audience) = clever marketing, shows that the film is of high cost
- trailers teased the audience with the narrative, special effects, actors e.g. micheal b jordan
10
Q
black panther = released dates
A
- the film was released in black history month, = marketed as being tied to black history and a cultural event to celebrate black culture - aligns with the message of bp
- memebers of the public created a crowdfunded campaign for the film for children in africa to see the film of a prodeminently black cast = acted as a unofficial marketing for the film = was in blogs and websites
- disney also worked in conjunction a synergentic partnership with nyfw = created a african-inspired fashion show, this also targets a female audiences who are often ignored by superhero fashion produces
11
Q
black panther partnership
lexus + hasbro’s
syngergy
A
- disney worked with hasbro’s on synergentic products (merchandise) to create toys/action figures for the film = great way of targetting to superfans, families, children
- lexus on manufacturer cars (2 black panther themed cars) = targetted male, who are intrested in technology
12
Q
Historical context - Bp
A
- Black panther party (1930’s) - was a politicial activist group, to prevents police brutality in the US.
- Africans countries were exploited and colonised by the Europeans power
- enforced a system of white supremacy
Black Live matter movement: (BLM) non-violent civil disobedience protests (and direct action) against police brutailty and all racially. mobitated violence againts balck people.
Marvel produced this filmed to produce a story that speak the importance for the everyday lives experience, thoughts and frustration of black Americans
13
Q
Cultural context - BP
A
- Sci-fi block blockbuster & superhero genres have traditionally been dominated by white, male characters.
- few superheroes also have a female lead (Wonder Woman, captain marvel)
- Many representation of africa/africans portrays them as a barbaric, dangerous place until black panther - rich, superior
- diversity in the marvel universe
- in 2016 the #oscarssowhite meme drew attention to the lack of diversity in the films nominated = bp challenge this features representations of Africa continent/ afrofuturism
14
Q
keyword
Afro-futurism
A
- has been previously used as a sub-genre for niche audience until BP
- This is a movement in literature, music & art featuring futuristic or science fiction themes which incorporate elements of black history and culture
e.g. In black panther it feature’s fly cars, trains & discovery of virbranim - Ryan Cooger says ‘the cultural aspects of the ancient Africsn traditions witht he potential of the future’
15
Q
Media Industries Social and Political Contexts:
I Daniel
A
- I, Daniel Blake addresses contemporary British social issues such as poverty, the welfare system
- The film portrays a group of traditionally underrepresented characters in Newcastle struggling in poverty to gain benefits and support.
- I, Daniel Blake conveys a clear left-wing political message and criticises specific government policies.
- Much of Ken Loach’s work has addressed similar issues a = upholds a left realist & wanted to make people think about the issues in society = director power
- loach was a social campaigner, known for his socialist political views.
- This is important to consider in terms of film production and maintaining audiences (arguably the intended audience for this film is educated, media literate and socially aware).
