Studied by 6 people
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.
Note 
Flashcard (61)