I, Daniel Blake

Question 1

Intro to I, Daniel Blake

Answer 1

• Independent film in the social realist genre released in 2016
• Directed by Ken Loach
• Director wanted to make films about how the world sctually worked
• Criticised for mixing fact and fiction.
• Loach’s most famous film was ‘Cathy Come Home’ which resulted in a parliamentary debate

Question 2

PRODUCTION of I, Daniel Blake

Answer 2

• Uk/French production, funded by BBC films and BFI through lottery funding.
• Multi company financing was typical for independent films
• Won the Palme D’Or at Cannes film festival
• Budget of 3 million
• Filmed in location (verisimililtude) in Newcastle to establish credibility.
• Sold on the strength of its narrative and the issues it addresses.

Question 3

DISTRIBUTION of I, Daniel Blake

Answer 3

• Distributed by eOne, (Canadian) which in Dec 2023 was taken over by Lions gate for 375 million.
• eOne initially acquired films for international distribution but then shifted towards producing and funding its own films and TV series.
• Marketing strategy devised by Alex Hamilton (grassroots)
• eOne organised community screenings for the film in the region.
• Worked with The Dailt Mirror, gave the film its own column.

Question 4

ADVERTISING STRATEGY of I, Daniel Blake

Answer 4

• Disruptive display advertising (Appearing in unexpected places, arresting attention)
• 59% of readers recalled seeing the feature in the newspaper, and 57% said it made them want to go see the film.
• Actors stood outside the West End premiere holding placards to raise awareness odnthe issues covered in the film.
• Coverage in the press helped market I, Daniel Blake to a wider audience.
• Hash tag online ‘#wearealldanielblake’

Question 5

TRAILER of I, Daniel Blake (Audience wants to see the film by…)

Answer 5

• Establishing credibility (awards and funding parters)
• Marks of quality (directors name, to suggest the artistic validity of the film)
• Enigma codes to hook the audience
• On screen graphics to establish the narrative/themes
• Construction of visual codes (dress code, expression, location)
• Ambient lighting creates mood of film
• Character and their story encourage audience to identify eith them
• Final shots establish community.

Question 6

EXHIBITION of I, Daniel Blake

Answer 6

• Stayed in cinemas for two months after the release in October 2016. Globally it took £8,000,000
• 15 rating due to strong swearing, mentions of prostitution and upsetting themes
• The film wasn’t created by any of the main conglomerates yet remained globally successful with an inspiring message