i daniel blake

what is ken loach famous for

what is ken loach famous for

for his recogniseable style of film,down to earth approach and social and political issues

why did guerilla marketing work for i daniel blake

The #WeAreAllDanielBlake where people told similar stories about poverty and benefits; o Projecting the name of the film on the side of Parliament (where Benefit laws are made); o The support from Labour leader Jeremy Corbyn, who mentioned the film in Parliament. o The director, Ken Loach, who has a very successful track record with films about social injustice.

what is guerrilla marketing

Guerrilla marketing takes place in public places that offer as big an audience as possible, such as streets, concerts, public parks, sporting events, festivals, beaches, and shopping centers. One key element of guerrilla marketing is choosing the right time and place to conduct a campaign so as to avoid potential legal issues. Guerrilla marketing can be indoor, outdoor, an "event ambush," or experiential, meant to get the public to interact with a brand.

why is i daniel blake a social realism film

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

how directed the film

ken loach who started sixteen films and this company partnered with why not productions

eone-distribution

bbc and bfi -funding

what was the selling point

director power and ken loach

what did the low budget mean

specific budget no famous actors or extravagent sets

what does the PSB remit mean

• inofrmative and educational

• diverse

• new talent

what is ken leach known for

his left wing liberal beleifs and socialism and anit conservative

what type of film is it

niche due to the genre

mainstream becuase of ken loach directing it

how were they marketed

using traditional media

posters

trailers

due to the older target auudience

daily mirror article

guerilla marketing(dangerous and active) e.g on the houses of parliament

Disruptive marketing to develop an awareness of the

film and it’s message-this means unusual strategies.

‘I, Daniel Blake’ was projected onto the

Houses of Parliament -Guerrilla marketing.

Free screenings and talks in community centres

in Newcastle, Manchester, Liverpool, Nottingham

and Glasgow to build enthusiasm for the film’s

message in cities who can really relate.

Loach appeared on BBC Question Time to talk on issue giving

the film extra credibility

where was the premier

newcastel britain to reflect the alternative nature of the film

how did ken target the audience

Film premiered not Newcastle- where the

film is set- to gain local support. Other

screenings were held coinciding with political

party conferences. Linked to the message.

Jeremy Corbyn attended the London

premiere and people that had been denied

benefit payments were asked to placard the

even active protests raised awareness.

Unite-the trade union-did free

screenings-working class supporters/working

what did they do for merchandising

Daniel Blake’ has become so synonymous with

a ‘movement’ that it has developed it’s own

hashtag and associated merchandise.

#wearealldanielblake became a movement and

was

seen in anti-austerity marches around Europe.

In response to this, some

merchandising products (badges,

T-shirts) developed to continue this

drive and provide more film

exposure.

how was it released to the cinema

I, Daniel Blake became one of the year’s biggest free-to-watch films as

marketing company eOne teamed with both trade unions and the media

to put on hundreds of free cinema screenings up and down the country,

most taking place several weeks before the film's official release date.

Collaborated with The Mirror, which has a broader working-class

readership outside of London.-the paper offered free tickets to its

readers and even changed its logo for a day to use the film’s graffiti-style

font. The free ticket tactic meant that, by the time I, Daniel Blake hit

cinemas on Oct. 21, it had already been seen by thousands of people

across the U.K and word got out.

I, Daniel Blake was originally released in only 93

cinemas nationally. However, given the strong

marketing campaign and a positive first week

($540,000 in the first weekend), eOne extended it

to 150 screens in the second week and the phased release grew from

there.

key questions that will be answered

/

ke notes

I, Daniel Blake is an award-winning independent British Drama film.  The main character, Daniel Blake, 59, who has worked as a joiner most of his life in the North East of England needs help from the State for the first time ever following an illness.

He crosses paths with a single mother Katie and her two young children, Daisy and Dylan. Katie’s only chance to escape a one roomed homeless hostel in London is to accept a flat some 300 miles away.

Daniel  stands up and fights for his dignity, leading a one-man crusade for compassion that will transform the lives of a struggling single mother (Katie) and her two children.   It is a drama that has a strong political message about Britain in an age of government austerity

key details

• I, Daniel Blake was released in 2016 and was directed by Ken Loach. The film was rated by the BBFC as a 15.

• A UK/French co-production, the film is a classed as a drama due to the nature of the narrative and themes within the film.

• The cast is made up of lesser known actors, including Dave Johns, Hayley Squires and Sharon Percy.

• The film is classed as an independent film, due to the fact that it is a low budget film with a relatively unknown cast.

director power KEN loack

Ken Loach has been a director for over 50 years. He’s never had Hollywood success, mainly because he’s never wanted it. Loach’s style is social realism – telling stories that represent the lives of ordinary working-class people and the social issues they face, for example unemployment, poverty and addiction. His films also have political themes. Rather than create films for entertainment or money, his goal is to expose and educate people to the issues that many people in society face.

MARKETING + PROMOTION

Along with traditional trailer and print adverts, the film makers eOne also used disruptive marketing such as:

• Organise free (or ‘pay what you can’) screenings and talks in community centres across the UK to build local enthusiasm for the film’s message.

• Film was premiered not in London, but Newcastle (where the film is set) to gain local support. 

• Labour Leader Jeremy Corbyn attended the London premiere and people that had been denied benefit payments were asked to placard the event.

• ‘I, Daniel Blake’ was projected onto the Houses of Parliament ('guerrilla marketing') and in various cities

• Loach appeared on BBC Question Time to talk on issue giving the film extra credibility

KAMMANDO MARKETING AIDED WITH THIS

additional promotion

• A partnership was set up with Trinity Mirror (Daily Mirror owners) to run a marketing campaign based on the film. The Daily Mirror traditionally supports the Labour Party and left-wing causes so therefore agreed with the main message of the film.

• The film also paired up with NomadiX Media's iProjector to create an outdoor campaign using quotes from the film.

• Finally, a video was released using members of the public and politicians that supported the film’s message. This was highlighted with the hashtag #WeAreAllDanielBlake

sercret cinema screening

Secret Cinema, as part of their charitable Secret Youth campaign, organised a screening of the film in both London’s East End and Newcastle. The event was aimed at first-time voters, and the event happened just before the 2017 general election

The screening was accompanied by talks from Ken Loach and performances from artists that either supported or had a connection with the film’s themes. They also organised food bank donation stalls at the screening and encouraged people to contribute

budget and success

It is very difficult to establish the exact production costs of ‘I, Daniel Blake’ although 16 Films Producer, Rebecca O’Brien, said it was a ‘modest amount’, even for a Ken Loach film. We know some of the funding it received (e.g. £300k from the BFI) and can estimate it to be around £2 million. Compare that to the $165 million that it cost to make our other CSP, Doctor Strange.

I, Daniel Blake was exhibited in 24 countries and performed well in Europe and other smaller countries. The film grossed £11 million and received a wide range of positive critic reviews.

‘I, Daniel Blake’ Is Ken Loach’s most successful UK release ever and continued to sell well around Europe. Like all Ken Loach films, it did particularly well in France. As well as Box Office success, it was also a critical success and award winner (including the renowned Palme D’or from the Cannes Film Festival).

regulation

I, Daniel Blake’ was awarded a 15 certificate by the British Board of Film Classifications (BBFC).  This was despite the following scenes being included:

• Bad language (uttered by the main characters out of anger and frustration or for emphasis. Was justified by context and not impactful.)

• Sexual scenes (There are some verbal sexual references voiced in the film, particularly in a scene where a man pays a surprise visit to a woman who is working as a prostitute secretly, to try to dissuade her from prostituting herself.)

• Frightening and Intense scenes (There are two notable scenes of emotional intensity. They include 'the food bank' scene and the ending 'funeral' scene.)

IDB WHY social realism

portrays real world issues and draw attention to the real socio-political conditions of the working class as a means to critique the power structures behind these conditions.

context

The main character, Daniel Blake,59, has worked as a joiner in the North East of England most of his life. He needs help from the State for the first time following an illness that means he cannot get a job He crosses paths with a single mother Katie and her two young children, Daisy and Dylan. Katie’s only chance to escape a one-roomed homeless hostel in London is to accept a flat some 300 miles away. Daniel stands up and fights for his dignity, leading a one-man crusade for compassion that will transform the lives of a struggling single mother (Katie) and her two children. It is a drama with a strong political message about Britain in an age of government. austerity.

how was the film released

I, Daniel Blake became one of the year’s biggest free-to-watch films as marketing company eOne

teamed with both trade unions and the media to put on hundreds of free cinema screenings up and

down the country, most taking place several weeks before the film's official release date.

On the press side, instead of collaborating with The Guardian newspaper, they went with the tabloid

The Mirror, which has a broader working-class readership outside of London. The paper offered free

tickets to its readers and even changed its logo for a day to use the film’s graffiti-style font. The free

ticket tactic meant that, by the time I, Daniel Blake hit cinemas on Oct. 21, it had already been seen by

thousands of people across the U.K and word got out.

I, Daniel Blake was originally released in only 93 cinemas nationally. However, given the strong

marketing campaign and a positive first week ($540,000 in the first weekend), eOne extended it to 150

screens in the second week and the phased release grew from there.

Global distribution

You will see that many of the countries (eg US) only

have a very limited release such as Film Festivals given

the ‘arthouse’ nature of the film. Other countries (e.g

France) went for a much wider release.

Major studios will have the marketing budget and

brand awareness to release widely to all countries.

Compare the release list for ‘I, Daniel Blake’

https://www.imdb.com/title/tt1211837/releaseinfo

to the release list for a major movie such as Dr.

Strange.

Currently the global film industry is dominated by

major studios. This means that regardless of country,

culture or language we tend to see the same films

marketed globally and only limited release for ‘indie’

films.