Media Industries

What the film addresses

Contemporary British issues:

• Poverty

• The welfare system

• The work capability assesment

What the film portrays

A group of underrepresented characters in Newcastle struggling in poverty to gain benefits and support.

Political message

• Left wing

• Criticises specific government policies

Ken Loach’s work

• Mostly addresses social issues

• He is a social campaigner, known for his socialist political views

• He is anti conservative

Intended audience

• Educated

• Media literate

• Socially aware

Public service broadcaster

Broadcasting purely intended for public benefit, rather than to serve commercial interests

Funders of IDB

The BBC and BFI

About the film

It is a low budget social realist film funded by the BBC and BFI, it was filmed largely on location and doesn’t rely on special effects

Release

• Exhibited at film festivals

• Received a theatrical release in Britain and various other countries

• Later released on digital download and DVD

The trailer

• References the BBC and BFI (talk about the assumed education/ media literacy for the audience)

• Explores specific governmental policy, suggesting audiences have awareness of political and social issues in the UK

Curran and Seaton - power and media industries

The extent to which the trailer is a challenge to the ideas set out by Curran and Seaton

• The film sits outside the logic of profit and power, and may arguably demonstrate a level of variety and creativity, that doesn’t represent Curran and Seaton’s ideas

USP

USP is Ken Loach

• He is used in the marketing materials,

• He attracts fans of his work, creating a Pre-sold audience

Which projects are the BBC and BFI likely to fund

Projects that are:

• Innately British

• Niche

• Culturally significant

• Educational

• Show british culture

The BBC’s PSB remit

• Be informative

• Be educational

• Be entertaining

• Showcase diversity

Regional nature

• Not in popular british locaitons meaning it is more niche, doesn’t appeal to a worldwide audience

• Meant that there was limited distribution to a handful of countries

Marketing

Used traditional forms:

• Posters

• Trailers

Becuase the audience of the film was a little older

• Daily mirror was chosen as a marketing tool bc it had a left wing stance/ audience

Used Guerilla marketing

• Projected quotes, name of the film around London

Premiere

Took place in Newcastle, again to target a Northern audience and reflect the nature of the film

Jeremy Corbyn invited, which targets left wing anti conservative audiences which also gained more publicity