Film Industry: I, Daniel Blake

1) What is independent cinema and how is it different to Hollywood blockbusters?

Independent films are different to Hollywood blockbusters in that they have a much smaller budget, are usually niche (appeal to a small audience) and are often financially supported by public service broadcasters, film institutions and charity funding. Directors and producers also have much more creative input in independent films, whereas Hollywood blockbusters are normally made in the vision of studio bosses.

2) What is I, Daniel Blake about?

I, Daniel Blake is about a 59 year old man who needs help from the state, following an illness. After meeting a single mother who was forced to accept a flat 300 miles away to escape from a homeless hostel, Daniel stands up and protests, leading a "crusade for compassion".

3) Who directed I, Daniel Blake and why is this important?

I, Daniel Blake was directed by Ken Loach. This is important as he is a famous left-wing director who is popular in England and France, therefore, the fact he directed the film helps market it to fans of Ken Loach or people who share his political views.

4) How was I, Daniel Blake promoted to an audience? List at least three different methods used by the film's marketing campaign and how they targeted their audience.

• Instead of being premiered in Leicester Square, London (where most movies made in England are promoted), the film was premiered in Newcastle - where the film was set. This helped to target locals in Newcastle and garner their support.
• Jeremy Corbyn attended the London premiere, helping market the movie to left-wing people who supported his ideology / his political views. People that had been denied benefit payments were also asked to placard the event, creating a sense of community and targeting a working-class audience who have experienced issues with the government before.
• Free or 'pay what you can' screenings were organised to attract / target those who couldn't afford to pay for cinema tickets.

5) What unusual or creative marketing methods were used to get audiences talking about the film?

• 'I, Daniel Blake' used guerrilla marketing. They projected the logo onto the Houses of Parliament, and projected quotes on walls in various cities. This spread awareness of the film, and encouraged people to watch the movie as movies don't usually market in this way.

6) What was the estimated production budget for I, Daniel Blake and how much did it make at the box office?

The estimated production budget for 'I, Daniel Blake' was £2 million. It made £11 million at the box office worldwide.

7) What were some of the companies involved in funding or producing I, Daniel Blake?

• BFI (British Film Institute) funded the production through the National Lottery
• BBC Films
• Some companies in France - this is why it is considered a UK/French co-production.

8) What is the name of the film regulator in the UK and what was the age rating for I, Daniel Blake?

The film regulator in the UK BBFC (British Board of Film Classification). They gave the movie an age rating of 15.

9) What aspects of the film contributed to the film's age rating?

According to the BBFC website, it had "infrequent use of very strong language", and visual and verbal references to prostitution.

10) Finally, considering everything you have learned about I, Daniel Blake, do you think the film was a success? Explain your answer in a well developed paragraph. Try and compare it to Black Widow if you can.

I think the film was a success. It made a profit five times larger than its budget (£11 million from a £2 million budget) in comparison to 'Black Widow', which made just over double its budget (around $379 million from box office earnings, plus $60 million from Disney+ - from a budget of $200 million). It received many positive reviews from critics, and won the 'Palme D'or' award from the Cannes Film Festival. On the other hand, 'Black Widow' received a range of reviews - many praised the movie, whilst some were negative. It received some awards too, which is to be expected from a Hollywood Blockbuster. However, considering that 'I, Daniel Blake' was an independent film, the fact that it made such a large profit, received an award and had mostly positive reviews is surprising (in a good way), and, in my opinion, makes it a success.

Grade 8/9 extension tasks

Read this Media Magazine article on the disruptive marketing campaign used to publicise I, Daniel Blake. Media Magazine is an excellent publication aimed at A Level Media students and it's a great resource for GCSE students aiming for the top grades.

Read this Hollywood Reporter interview with executive Alex Hamilton on film marketing - including the I, Daniel Blake grassroots marketing campaign. Why was it successful?

They denied having the premiere in London and instead opted for Newcastle, as it "[wasn't] appropriate". In doing so, the movie reached people who related to the film and, therefore, increased its success. They also did many community screenings and employed regional marketing officers (people responsible for marketing in specific areas), aiding the film in reaching a large audience before it even came out. Furthermore, they worked with a newspaper group called the Trinity Mirror, who helped spread awareness of 'I, Daniel Blake'.

I, Daniel Blake is an A Level Media text for another exam board. Watch Media teacher Mrs Fisher's YouTube lesson on I, Daniel Blake and make notes on the key points she makes.

• As Ken Loach is a well-known director, him being the director of 'I, Daniel Blake' attracted several people and companies to work on the film itself. 'Why Not Productions' agreed to work on the film because they knew Ken Loach was a part of it, so it was most likely going to be a success. As there is no famous cast, Ken Loach's name is used in advertising in order to attract pre-sold fans of him. He is a unique selling point.
• The funding for the film (economic context) had an impact on the content of the film and its marketing. The BBC and BFI prefer funding projects that are: innately British, niche / alternative, culturally significant, educational and/or show British culture. 'I, Daniel Blake' shows different, regional areas of Britain, follows a niche storyline and, in comparison to other mainstream films, is more alternative.
• Ken Loach is well-known for being left wing and anti-conservative, and many of his other movies explore the problems caused by government policy in Britain. His political views are clearly reflected in the film and its marketing
• The Daily Mirror was chosen as a key marketing tool because they had a left wing stance and audience. They featured the character of 'Daniel Blake' as a "guest columnist", having him write about Britain as if he was a real person, to attract audiences. This form of marketing helped make the movie feel more 'real', adding to the social realism genre and engaging older audiences who still read print newspapers, and especially left-wing audiences who agree with the film's values.
• The light projections in London were a form of 'guerrilla marketing' that not only targeted British audiences, but also global audiences through tourists and it being shared online. This also aided in making the political message of the movie clear.
• Northern audiences were targeted specifically, as they were more likely to be living in poverty and be anti-conservative, due to political issues from the 80s (Margaret Thatcher).
• The fact that the premiere was held in Newcastle reflects the film's alternative nature, and again targets a Northern audience.