I, Daniel Blake

Question 1

Who directed IDB and how was it produced + distributed?

Answer 1

Directed by Ken Loach who works for and started up Sixteen Films.
Sixteen Films then partnered up with a French company Why Not productions.
- Since 16 and WN are not vertically integrated eOne distributed and marketed IDB.

Question 2

Who helped fund IDB?

Answer 2

BFI and BBC.

Question 3

What is some context about Ken Loach?

Answer 3

Ken Loach is an award winning social realism director.
- Ken Loach was the reason Why Not Productions agreed to work with sixteen as the film would most likely be a success.
He is known for being left wing and anti-conservative.

Question 4

What’s some economic context about IDB?

Answer 4

• Funding for the film had an impact on the content of the film and marketing materials.
• The BBC and BFI don’t tend to fund mainstream films.

Question 5

What is the BBC’s remit?

Answer 5

To inform, educate and entertain.

Question 6

What are some risks of IDB?

Answer 6

• It’s a regional british film which is niche as it’s hard to sell to a global audience due to accents.
• It did better in countries that could watch it subbed or dubbed and not in English speaking countries like USA.

Question 7

What is guerilla marketing?

Answer 7

An advertising strategy that uses unconventional tactics to delight and attract customers. (can sometimes be illegal)

Question 8

How was IDB marketed effectively?

Answer 8

• Used lots of traditional forms of marketing like posters, trailers etc possibly due to older nature of audience.
• Used the Daily Mirror due to their left wing audience to promote an article which was written as if Daniel Blake were and real person which created a narrative enigma for audiences.
• The posters and trailers heavily featured Ken Loach’s name.
• Also feature award nominations like the Palme D’or which engages audiences looking for a culturally significant film.

Question 9

What is featuring Ken Loach’s name in the trailers and posters an example of?

Answer 9

Hesmondhalgh’s Star based formatting.

Question 10

What guerilla marketing techniques did e-One do and how did they attract audiences?

Answer 10

• Projected quotes onto the sides of important buildings like parliament which targeted British audiences along with global audiences who may have seen it via online services.
  —> Helped make the political message of the film clear
• Regional marketing officers were hired to grow publicity in low budget ways especially in the North like promoting preview screenings and vox pops.
• ~wearealldanielblake speech video released containing local people and celebrities.
• Northern audiences targeted specifically due to them being more likely left wing and anti conservative due to political issues in the 80s.

Question 11

How can Curran & Seaton be applied to IDB?

Answer 11

C&S’s theory of media concentration limiting creativity and profit and power can be applied to IDB through the independent ownership of IDB. The ownership type may be the reason it’s more creative and less mainstream.
- Furthermore, IDB may not be about profit and power due to its educational message/agenda and also demonstarted by the offering of free screenings. However it is still partially about profit (Why Not only agreeing to assist in production due to Ken Loach’s high probability of success)

Question 12

How was technology used/not used in IDB?

Answer 12

• Few new tech used, no CGI, 3D, IMAX etc.
• Did have social media parges like Facebook and Twitter, marketing was more traditional.
• The film was distributed on DVD after cinema release and available for digital download.

Question 13

How was regulation difficult with IDB?

Answer 13

Regulation was harder due to the digital release as people can avoid age checks/restrictions.
- IDB was a 15 by the BBFC (British Board of Film Classification) due to the language and narrative of the film.

Question 14

What is Livingstone and Lunt’s theory ?

Answer 14

Regulating media to protect citizens from harmful content can limit freedom of expression.

Question 15

What is a digitally converged platform?

Answer 15

The ability to access a wide range of media content from the SAME DEVICE. (this is because of the digitisation of content)

Question 16

What is some advantages of digital convergence/cinema in the film industry?

Answer 16

• Film reels used to have to be shipped to cinemas whereas now a digital movie can be distributed to cinemas in a number of alternate ways.
• Printing films can cost millions of dollars whereas digital films can be stored on and off shelves (DVD or digital download) which costs a lot less.
• Digitally, distributors have more control over when and where their films are distributed (artificial scarcity).
• Film reels would also gradually depreciate in quality over time, whereas online every view can have the same high quality experience.

Question 17

What is VOD and how is it relevent to IDB?

Answer 17

A distribution system that allows users to access videos outside of the constraints of a broadcast schedules.
- VOD allows global access - allows the educational message to be more widespread.
- Alternate revenue streams - digital purchases/rental

Question 18

Technology uses in IDB?

Answer 18

• IDB websites includes links to social media and the trailer offers the #wearealldanielblake hashtag.
• Digital distribution provides more opportunities for independent films to be seen.

Question 19

What social and political issues/contexts are explored in I, Daniel Blake?

Answer 19

IDB addresses contemporary British social issues such as poverty, the welfare system and the Work Capability Assessment. The film portrays a group of traditionally underrepresented characters in Newcastle struggling in poverty to gain benefits and support.

Question 20

How can Hesmondhalgh be applied to IDB in terms of maximising profit and minimising risk?

Answer 20

Hesmondhalgh argues that media products reduce risk by forging alliances and synergies with other media producers. IDB is an example of that dynamic by the relationship between Sixteen Films and the Daily Mirror where DM published an article written as if it were by Daniel Blake himself which created an enigma among readers.

Question 21

What is meant by an independent film?

Answer 21

A film produced and distributed outside of a major film studio typically low budget

Question 22

What is meant by a mainstream film?

Answer 22

A film produced by a large production company, typically high budget, featuring A-list actors, widely released in cinemas.

Question 23

What are some economic context topics to talk about in Component 1?

Answer 23

Ownership, funding, exhibition, distribution, narrative themes and ideology, are distinctive to
independent films and as such shape the set product.

Question 24

Eduqas examiners report on good ideas portrayed in IDB question about economic contexts?

Answer 24

Focusing on for example, how the lower budget influenced the more creative and innovative marketing strategies, whilst others explored the freedom independent films had to highlight political and social issues, for example poverty and the welfare system. There were some very good responses which also incorporated a discussion of the BBC’s role as a public service broadcaster and the co-funding of the film.

Question 25

What is I, Daniel Blake's target audience?

Answer 25

C2DE, ages 18-60. Ken Loach's 50 year career may attract older audiences - Appeals to wide range of social economic groups. being a social realism genre it may be more relatable to lower classes and arguably demographically appeal to specific areas.