I, Daniel Blake Industry Flashcards
what can be said about product context?
An independent film in the social realist genre. Directed by Ken Loach, who’s most famous work is ‘Cathy come home’ (resulted in awareness of homelessness in a pre-welfare society
What is an independent film?
A film made outside of the financial and artistic control of a large film company, it’s privately conceived and funded. It has a set of conventions - aesthetically different, hand-held cameras (establish realism), lower budget, lack of well-known stars. the impact of digital technology and falling cost of equipment has helped low budget films
Who produced I, Daniel Blake?
A UK/French production, funded through BBC and BFI through national lottery funding, this multi-company financial support is typical for independent films.
What can be said about BBC?
founded in 1990 and is the forefront of independent film making.
Who distributed I, Daniel Blake?
eOne
What does a lack of support from a conglomerate mean for distribution?
The film has to utilise an inventive and cost-effective range of marketing strategies to promote the film. Guerilla marketing strategies are used to create awareness of the film without the more conventional use of saturation marketing.
What marketing strategies did they use?
Street marketing campaigns used graffiti art and outdoor projections to create visibility. Spectators were guided to retweet pictures using #WeAreAllDanielBlake to create cost free media flow.
What is Sixteen Film?
a film production company formed by director Ken Loach and producer Rebecca O’Brien. it aims to have films written, produced and directed by Loach and O’Brien.
What is Sixteen Film and The Daily Mirror’s relationship?
informal relationship. The newspaper promotes the film through conventional reviews and extensive news coverage of the grassroot campaign by eOne. The synergistic fit between The Daily Mirror and I, Daniel Blake produced free news content that matched the left-wing ideological bias which enables the film to construct audience appeal.
What else did the film do as part of the innovative strategies?
The actors stood outside West End premiere holding place cards to raise awareness and reach a wider audience. The film was filmed in real settings (establishes credibility of the characters). this understated style is typical of Loach. the extras at the job centre were real workers and the actors were largely unknown.
What was the aim of the trailer and how did they achieve it?
to hook the audience, establish interest and persuade them. they do this by using mark of quality to suggest artistic validity, enigma codes to hook the audience, using on-screen graphics to suggest pleasure is gained by watching, ambient lighting and music to set the tone.
What does the writing on the wall achieve?
The style becomes part of the branding and appears on other marketing materials, reinforcing the ‘everyman’ role of the central character. raising his fist is a gesture of defiance against the system. quotes from the reviews on the wall shows the emotional pleasure the audience will experience.
who is Ken Loach?
an established director known for socialist realism genre. his films always challenge social ills and tackles difficult themes. he has no interest in becoming mainstream. he is recognisable and appears on news and current affairs programmes and interviews
what does his political leaning suggest?
his films embodies a left-wing political message and his decision to set in the North-East, focusing on struggles in poverty, reinforces his political message.
