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I, Daniel Blake Marketing
- 1. EXAM QUESTION •Explain howfilm distributors target local, national, and global audiences. Refer to IDB in your response.
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- 6. RECAP • Directed byKen Loach • Starring Dave Johns and Hayley Squires • Produced by Sixteen Films, BFI, Why Not Productions, Wild Bunch, and BBC Films • Distributed by eOne Films (UK) • social-realist genre • a British film!
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- 17. AWARDS • Film wonbest actor and best newcomer for Hayley Squires at the British Independent Film Awards • Evening Standard film awards – best film, best actress, most powerful scene • BAFTAs • Palme D’Or • All of these were opportunities to say something political on a major platform
- 18. ACTIVITY • You aregoing to run a campaign in a newspaper to promote the film I, Daniel Blake • Which newspaper will you choose and why? • Come up with some ideas about the campaign you would run.
- 19. DAILY MIRROR • Ratherthan collaborating with The Guardian newspaper, a typical non- Murdoch choice for a Loach film • Tabloid The Mirror has a broad working- class readership outside of London • Far more left-leaning that The Sun
- 21. DAILY MIRROR • eOneharnessed the news agenda generating conversation around socio-political themes and positioning it as a must-see film • A newspaper with left-leaning political agenda and readership • multi-platform campaign • preview screenings around the UK with newspaper giving away 10,000 tickets • “our brief was to raise awareness of the release, generating conversation around its potent social messages and making it a must- see film”.
- 22. • The Mirroris the biggest-circulating newsbrand on the left • its editorial agenda is outspoken about social justice and campaigns on topic such as the ‘bedroom tax’ • Creative approach was to give the title character a voice across the Mirror’s many digital platforms
- 32. PREMIERE • Thepremiere was in Newcastle, rather than London • Other screenings were held coinciding with political party conferences (and in the same cities), while at the London premiere, alongside politicians from the Labour Party as special guests, a demonstration was held outside the cinema by those whose loved ones had died after being told they were ineligible for benefits and should
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- 35. A BAG FORKATIE • Twitter charity movements • encouraging people to donated feminine products and toiletries • Mhairi Black used IDB as a campaign tool for her Private Members Bill, using lines from the film in her speech, and using the hashtag #wearealldanielblake on her Twitter account
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- 37. OTHER INFO. • £300,000distribution grant from the BFI • eOne teamed up with both trade unions and media to put on hundreds of free cinema screenings up and down the country, before the films release • Publicity stunts like beaming the film’s title and one of its stirring speeches onto the side of the Houses of Parliament; putting its message across 200 pavements using ‘clean graffiti’ • IDB is Loach’s biggest UK opening • Loach made regular TV and radio appearances