I, Daniel Blake Section B

Question 1

Director profile

Answer 1

Ken loach, 81, English, over 40 years of working in film industry, won 2 Palme d’or at Cannes film festival, known for his socially critical directing style and socialist ideals

Question 2

What do Ken loach films typically represent

Answer 2

• exploitation of w/c
• resilience and humour of the w/c
• unemployment
• impact of public institutions on individuals
• left wing political ideologies
• naturalistic
  Often tackle social issues and often result in raising public awareness and provoking Parliamentary debate

Question 3

What political stance does Ken have

Answer 3

Left wing and is critical as western capitalism

Shows this through social realism - putting experiences on screen - evolved out of free cinema

Question 4

Genre context

Kitchen sink realism

Answer 4

The style of social realism which used domestic situations of working class Britain’s living in cramped accommodation in Poorer industrial areas

Question 5

Campaign overview

When was it realeased, age rating and budget

Answer 5

UK release date was the 21st of October 2016

It was given a 15

UK media budget was 550,000 including BFI funding

Question 6

Funding facts

Answer 6

The big audience strand of the BFI provided 300,000

Distributors contributed at least 50% of PA costs this significantly enhance the scope and scale

Question 7

Audience profile

Answer 7

45+ ABC one who live in cities, read the Guardian and fans of Ken productions, they are socially and culturally conscious

12 to 25 left-wing
The BFI extended this audience to their breakout audience which was 40 to 65 C2DE outside of London

Question 8

Traditional marketing

Outdoor creative - London Underground

Answer 8

Poster of eye Daniel Blake with fist in the air and the background is the spray painted building with reviews from trust trusted sources of the film. “I Daniel Blake “graffiti.

Example of review “an immediate classic quote by the times

Question 9

Traditional marketing
Press

Answer 9

Newspapers and magazine such as the Guardian, the Times and the Big issue -all have a socially aware and political audience.

Contain the same picture as the one used in the London Underground’s

Question 10

Traditional marketing

Television

Answer 10

Sky movies, 4, 4 news, sky Atlantic had advertisements of eye Daniel blue

This was done as the people who would see these adverts would be film watches

Question 11

Traditional marketing

Mobile adverts

Answer 11

The Guardian app had advertisements for the movie - done to target a younger audience who may not read newspapers

Question 12

Partnerships

Trinity mirror group

Answer 12

Trinity mirror group pitched the partnership and really understood who the film was for and showed passion

Both can load and Trinity mirror group were left-wing- Trinity mirror group could bring good publicity and more funding

Question 13

Partnerships

Trinity mirror groups audience

Answer 13

Trinity mirror group label their audience as “model Britain”.

This is because there were the modern mass market in the middle of , the new middle - people who were upper class or working class, but now for Emma in the homogenous middle 

Question 14

Advertisement in mirror papers

Answer 14

Small box in the top right “ I Daniel Blake need your attention, look inside for my column”

Question 15

Who was I, Daniel Blake distributed by

Answer 15

Eone an international production and distribution company

Question 16

Marketing campaign key facts

Answer 16

And digital campaign across the big city titles

10,000 cinema ticket giveaway

Master head and front cover takeover

Given column to talk about issues

Question 17

Success of the marketing campaign

Answer 17

Overall editorial approval rating of 75%

53% of readers said it made them reflect
57% said that they wanted to watch the film

Question 18

Who helped host the free screenings

Answer 18

Unite union and student unions and shelters were used to build a word-of-mouth about around free tickets

In total 25,000 tickets were given away

Question 19

Trailer key quotes

Answer 19

“ I’m not gonna give up”

Four stars by times and other others

“ intensely moving” by the independent stood in front of graffiti

Question 20

Benefits of guerrilla marketing / social

Answer 20

High impact low cost advertising often in your face

Question 21

What was the social media strategy?

Answer 21

To create a powerful and impactful campaign to foreground its USP, which were the issues that the film tackles. And to exploit Kenlo status providing financial support to local cinema.

Question 22

Movie sequences
Graffiti -relates to industry issues

Answer 22

“ I Daniel Blake demanded my appeal date before I starve”

Can be used to demonstrate the films production value values and budget as there is no big explosion just spray paint which gets the message across, very minimal

Question 23

Social marketing

Projections

Answer 23

“ hi Daniel Blake” was projected on the houses of Parliament for 20 minutes before being told to move on

Question 24

Social marketing

Clean graffiti

Answer 24

200 cling graffiti across 10 cities
They were putting in high foot areas

These are minimal cost because they need a jet wash and outline
It caused a social outreach encouraging locals to share images on social media to send out the campaign #we are all Daniel Blake

Question 25

Social marketing Point of sale digital graffiti wall

Answer 25

The digital graffiti wall was placed at special preview sites, allowing customers to spray paint therefore of the film on the wall and share it on social media

Question 26

Closing sequence

Answer 26

Daniel Blake’s funeral in a 9 am slot as it’s the cheapest. It’s just the speech - “ I Daniel Blake and a citizen, nothing more, nothing less” Projections of Katie speech was projected on buildings in Liverpool and on the Southbank

Question 27

Social marketing Speech ritual

Answer 27

Daniel Blake’s speech was recited by senior of public figures such as Jeremy Corbyn and Murray Black - this got one .7 milliom views and 50,000 shares

Question 28

Social marketing Facebook frame

Answer 28

“ we are all Daniel Blake” One of the first films to have a Facebook frame. It’s enabled people to show their support. It was used around 12,000 times.

Question 29

Viral marketing

Answer 29

Caption trailer £ 1.17 million views Animated speech 105,000 views Fit for work disability assessments game show 700,000 views

Question 30

Success of film overall

Answer 30

£3.5 million budget And 15.8 million at box office One best British film at BAFTA’s Won palme door at Cairns festival

Question 31

Regulation Who was the film funded by?

Answer 31

It was funded by sixteen, BBC and the BFI

Question 32

What are the two main characters names?

Answer 32

Daniel Blake is Dave Jones Katie is Hayley Squires

Question 33

Regulation Who was the film funded by?

Answer 33

It was funded by sixteen, BBC and the BFI

Question 34

What age rating was it rewarded?

Answer 34

It was rewarded a 15 by the BBFC It was intended to be a 12 A, but due to language like the use of the C word and almost free uses of the F word it was a 15 The language is said in anger but not aggressively

Question 35

What other issues in Daniel Blake made at a 15

Answer 35

Sex references such as Katie turning into sex work, prescription drug use and criminal -Katie stealing

Question 36

Why didn’t they bother removing these sequences?

Answer 36

They didn’t bother removing language as the film was not targeted at those under 15

Question 37

Success of the trailer and film

Answer 37

The trader was given a U as it is uplifting and issue free It became the ninth overall in the box office showing on only 94 screen

Question 38

Economic factors Where was Daniel Blake shot?

Answer 38

In Newcastle x due to high levels of deprivation

Question 39

Who are the funding bodies? And why is it significant

Answer 39

BFI through the National Lottery and the BBC Is a significant as the BBC’s agreement is to inform educate and entertain. Also the BFI encourages the development of individual films promoting education on society.

Question 40

Other production companies

Answer 40

16 films who is owned by Ken and why not productions a French company

Question 41

Who was hi Daniel Blake distributed by?

Answer 41

It was distributed by E1 in the UK

Question 42

Organisations maintain audiences How does the trailer promote this?

Answer 42

The trailer references the BBC, the BFI and the palm door which attracts a presold audience

Question 43

Organisations maintain audiences Movie posters

Answer 43

Main theatrical poster is the one used in the London Underground -reviews behind it Poster of Daniel Blake Katie and the kids - reference to palm door in the bottom right Painted poster of Daniel Bates face - higher intellectual connotations

Question 44

Where were the movie premiers

Answer 44

They were not in London they were in other places like Newcastle and Manchester where there is poverty

Question 45

How can the low budget be seen in the production distribution in circulation?

Answer 45

It fits just less known characters only 3.5 million budget and there’s no sound effects and majority of the scenes were improvised, highlighting low professionalism

Question 46

How could Curran and season be applied to I Daniel Blake

Answer 46

Trailer seems to offer an experience that sits outside profit and power - it shows creativity and not impacted by media concentration - reference to the welfare estate and benefits Than your Blake is critical of British dominant ideologies and hegemonic values which promotes the willingness of the country citizens to work and control institutional economy - does not follow mainstream even though it’s funded by the BBC The trailer is able to offer more varied and adventurous production due to socially diverse patterns of ownership such as small European companies as well as Ken’s pre-sold audience who expert associate or aware point of view

Question 47

Official trailer evidence

Answer 47

Socially aware - stood outside jewellers - blood diamonds - highlights oppression in other countries “ I’ve never been anywhere near a computer” - shows the struggles of older generations looking at a point of view which audiences don’t normally see Food bank shown - shows a group of people struggling which is not shown in the media

Question 48

Extra evidence Katie food bank scene

Answer 48

Katie opens a tin of beans and eats it because she is starving. This is not shown in the trailer.

Question 49

How was I Daniel Blake marketed by Twitter

Answer 49

#wearealldanielblake . Mentioned by Jeremy Corbyn

Question 50

How does it link to George Garner’s cultivation theory?

Answer 50

It is different from normal repeated patterns of ownership such as showing the benefit system in a positive light rather than negative

Question 51

How does it link with clay shirky end of an audience theory?

Answer 51

It has a Twitter account ‘I,danielblake’ allowing audiences to talk back

Question 52

How does this link to hall theory?

Answer 52

Audience take the preferred reading that the benefit system in the UK needs to change

Question 53

Key evidence for audience from film

Answer 53

“I am not a customer, I am a citizen.” — Audience 👉 Scene: Daniel is at the Jobcentre arguing with a worker who treats him like a number in the system. 👉 What’s happening: He becomes frustrated and speaks out against how he is being treated. 👉 Use: Shows audience anger at the system and positions them to sympathise with Daniel. ⸻ “I, Daniel Blake, demand my appeal date before I starve.” — Audience 👉 Scene: Final graffiti scene outside the Jobcentre. 👉 What’s happening: Daniel publicly protests by writing on the wall, attracting attention from the public and authorities. 👉 Use: Positions audience to support him and criticise the government. ⸻ “They think I’m a scrounger.” — Audience 👉 Scene: Daniel discusses how the system and society perceive him while he is struggling to claim benefits. 👉 What’s happening: He expresses frustration at being stereotyped. 👉 Use: Challenges negative stereotypes and encourages audience empathy. ⸻ “You’re just a number to them.” — Audience 👉 Scene: Conversations about the benefits system (e.g. with Katie or officials). 👉 What’s happening: The system is shown as impersonal and uncaring. 👉 Use: Positions audience against institutions. ⸻ “I’m sorry… I’m so sorry.” — Audience 👉 Scene: Food bank scene with Katie. 👉 What’s happening: She breaks down and eats food immediately out of desperation. 👉 Use: Creates shock and emotional response, reinforcing realism.

Question 54

Key evidence for industry from film

Answer 54

“I’ve worked all my life.” — Industry 👉 Scene: Daniel explains his background when trying to claim benefits. 👉 What’s happening: He defends himself against the idea he is lazy. 👉 Use: Reflects social realism and authentic working-class representation (Loach’s style). ⸻ “It’s just the way it is.” — Industry 👉 Scene: Jobcentre workers justify the system. 👉 What’s happening: They normalise unfair treatment. 👉 Use: Shows institutional power and realism — no idealised resolution. ⸻ “You can’t get through.” — Industry 👉 Scene: Daniel struggles to contact services (phone calls, bureaucracy). 👉 What’s happening: He is repeatedly blocked by the system. 👉 Use: Highlights systemic failure and Loach’s critique of institutions