Summary
Highlights
This video is an easy-to-understand guide to 'I, Daniel Blake' for A-Level Media Studies, specifically for component 1, section B under the Eduqas exam board. It focuses on the industry aspects of the film and will cover all necessary information for the exam.
Ken Loach directed 'I, Daniel Blake' through his independent company, Sixteen Films. They partnered with French company Why Not Productions for production. E1 Productions handled distribution and marketing. Additional funding came from the BBC and the BFI, who prioritize British, niche, and culturally significant projects.
Ken Loach is a renowned director known for social realism films, a niche genre focused on gritty British narratives. His international acclaim was a unique selling point, attracting partners like Why Not Productions. His explicit political leanings, particularly anti-Conservative, are evident in the film's narrative.
Funding from the BBC and BFI influenced the film's content. As a public service broadcaster, the BBC requires projects to be informative, educational, and diverse. This led to 'I, Daniel Blake' incorporating unknown actors, real locations, and an informative narrative about poverty and the benefits system, emphasizing its educational rather than purely entertainment value.
While Ken Loach's name brought some mainstream appeal, the film's niche genre, regional setting (Newcastle, Sheffield), and strong regional accents limited global appeal, especially in English-speaking countries like America where subtitles were not typically used. It performed better in subtitled markets like France and South America.
Marketing primarily used traditional media like newspapers, magazines, trailers, and posters, targeting an older demographic (45+) more inclined to these formats. E1 Productions' partnership with the left-wing Daily Mirror, featuring articles as if written by Daniel Blake, engaged the target audience and aligned with the film's anti-conservative ideology.
Due to a low budget, E1 Productions employed guerrilla marketing. This included projecting film quotes onto buildings like the Houses of Parliament, generating media buzz and highlighting the film's political message. They also hired regional marketing officers in Northern Britain to engage local communities, public services, and even organize protests against austerity, appealing to the predominantly Labour-supporting North.
The film's independent production aligns with Curran and Seaton's theory that diverse ownership fosters more creative and diverse content. While 'I, Daniel Blake' has strong political and educational messages, it's also a commercial product aiming for profit.
The premiere in Newcastle, rather than London, emphasized the film's focus on Northern England's socio-economic issues, which typically faces more poverty and leans left politically. Jeremy Corbyn's attendance, subsequent tweets, and article in the Daily Mirror served as a powerful marketing tool, reaching his left-wing base and generating further publicity.
'I, Daniel Blake' used minimal new technology in its production, aligning with its social realism genre and budget. While targeting an older demographic, it did utilize digital downloads post-cinematic release, which introduced challenges like regulation difficulties and piracy risks.
The British Board of Film Classification (BBFC) awarded 'I, Daniel Blake' a 15 certificate because some scenes were deemed too emotional and disturbing for younger audiences. While some argued for a lower certificate given its educational value, the 15 rating balanced reaching a broad audience with maintaining the film's gritty authenticity.