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Media > I, Daniel Blake - C1 > Flashcards

I, Daniel Blake - C1 Flashcards

1
Q

When was I, Daniel Blake released?

A

It was shown at the Cannes film festival on 13th May 2016 and then released 21st October 2016.

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2
Q

Who directed I, Daniel Blake?

A

Directed by renowned filmmaker Ken Loach

Kes, Raining Stones, Sweet Sixteen, Cathy Comes Home etc.

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3
Q

What certificate is I, Daniel Blake?

A

15 due to language and references to prostitution

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4
Q

What genre is I, Daniel Blake?

A

an independent social realist film

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5
Q

Who produced I, Daniel Blake?

A

A UK/French co-production- Sixteen Films, British Film Institute, BBC Films, Why Not Productions and Wild Bunch

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6
Q

Where was I, Daniel Blake filmed?

A

Newcastle where it is set

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7
Q

How was I, Daniel Blake received?

A
  • It became Ken Loach’s largest grossing film at the box office taking over $15 million
  • highly critically acclaimed and generated much debate due to the contemporary social and political issues addressed in the film.
  • I, Daniel Blake was exhibited at many film festivals, won the Palme d’Or at Cannes, and was nominated for many awards including several BAFTAs.
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8
Q

Who distributed I, Daniel Blake?

A

eOne Films

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9
Q

What does austerity mean?

A

Difficult economic conditions created by government measures to reduce public expenditure.

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10
Q

What issues are raised and what ideologies are presented in I, Daniel Blake?

A

I, Daniel Blake addresses contemporary British social issues such as poverty, the welfare system and the Work Capability Assessment.

  • 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 and he is known for his socialist political views.
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11
Q

How was the film marketed?

A
  • posters
  • trailers
  • videos eg) meet the real Daniel Blakes and we are all Daniel Blake videos
  • take over in the Trinity Mirror
  • NomadiX projectors by Kommando
  • interviews with cast and director eg) Hayley Squires on Good Morning
  • Twitter and Facebook pages and hashtags
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12
Q

What is guerilla marketing?

A

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

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13
Q

What is the difference between below the line and above the line marketing?

A

Above The Line advertising is where mass media is used to reach target consumers. This includes conventional marketing like television and radio advertising, print as well as internet.

Below the line (BTL) advertising is more one to one and involves the distribution of pamphlets, stickers, promotions, brochures placed at the point of sale.

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14
Q

How does the trailer engage the target audience?

A
  • The trailer references the BBC, BFI and the
    Palme d’Or which assumes an educated target audience who would trust these establishments
  • The trailer explores specific governmental policy which also may suggest audiences will have an awareness of political and social issues in the UK.
  • The only specific “star” identified in the trailer using intertitles is the director Ken Loach which the fans of his work are pre-sold based on his name alone.
  • hermeneutic code through the diegetic sound of the woman’s voice as it is heard before the picture
  • establishes genre through the low key natural lighting
  • creates drama through editing such as fades, voice editing to not match the picture, and the dramatic non-diegetic music
  • reviews in trailer encourage the consumer to see it eg) from The Times and Time Out
  • hashtag IDanielBlake at the end of the trailer
  • highest moments of drama shown eg) Katie shoplifting, Katie crying, Daniel fighting with the nurse, Daniel fighting with the security guard, and Daniel graffitting the wall
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15
Q

How do the posters engage the target audience?

A
  • positive critical comments on most of the poster
  • the main character on posters - cultivation theory
  • Directed by Ken Loach at the top - star theory
  • palme d’Or winner advertised
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16
Q

How can star theory be applied to I, Daniel Blake?

A

Although there are lesser known actors in the film Ken Loach is a well-established director and fans may watch the film because he directed it.

17
Q

Who is the target audience?

A
  • Age 18-60 as digital marketing as well as conventional trailers
  • Male and Female through mixed representation in film
  • caucasian- little POC in film
  • Socio-economic group is mixed as C1/C2/D/E audiences may identify but A audience brings change
  • fans of Ken Loach
  • fans of the social realism genre
  • reformers
  • left wing
  • geodemographic of Newcastle
18
Q

How can star theory be applied to I, Daniel Blake?

A

Although there are lesser known actors in the film Ken Loach is a well-established director and fans may watch the film because he directed it. Labour leader Jeremy Corbyn also feature in the ‘We are all Daniel Blake’ video and his endorsement may entice labour voters.

19
Q

How can the film be considered niche/mainstream?

A
  • The film can be considered niche because of the genre of social realism which is low budget with lesser known actors which attracts a specialised audience
  • However, as it is directed by well-established director Ken Loach it can be seen as mainstream
  • Also the reviews and awards the film has won may make it appeal to mass audience
20
Q

How can Curran and Seaton’s theory on power be seen in I, Daniel Blake?

A

The trailer offers an experience outside the logic of profit and power and demonstrates variety and creativity that challenges Curran and Seaton’s ideas about the impact of media concentration. As it is partially funded by BBC films which is a PSB it can be argued the goal isn’t profit or power but educating the audience.

21
Q

How can Livingstone and Lunt’s theory on regulation be seen in I, Daniel Blake?

A

The BBFC has classified the film as a 15 due to the swearing and mentions of prostitution however this is important to the film and can’t be removed as it portrays the verisimilitude of lower-class Britain. However, a certain level of education is needed to fully understand the film so this doesn’t impact heavily on the target audience which is 18+.

22
Q

How was guerilla marketing used in the Trinity Mirror?

A

The Trinity Mirror reaches over 27 million people a week and has a left-wing audience. The response to the campaign was positive with an overall editorial approval rating of 75%

  • Gave away 10,000 free tickets to the regional screenings
  • Prominent appeals from the film’s protagonist used on the mastheads and the front covers of their newspaper titles
  • Banner advertising
  • An editorial ‘written by’ Daniel within an October 2016 issue of the Mirror.
  • Disruptive display advertising across the group’s digital newspapers.
  • Articles promoting the film, which were retweeted by Ken Loach
  • online banners on the website
23
Q

Who regulates the film industry?

A

British Board of Film Classification

Media (22 decks)

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