Film Marketing- CASE STUDY 1

I, Daniel Blake

Production information:

Director- Ken Loach: he's been making protests films since the 60s aka socially critical directing style
Writer- Paul Laverty: long-time collaborator of his
Stars: Dave Johns (Daniel Blake was his breakthrough role, since then has had 5 new films in the span of 2 years + Empire Award for Best Male Newcomer & British Independent Film Award for Best Actor) and Hayley Squires (nominated for a BAFTA for best supporting actress & British Independent Film Award for Most Promising Newcomer)
In general, Loach didn't focus on a star cast but everyday average people to concentrate on the film's message
Funding: Sixteen Films, his production company, received a grant of £172,828 from Creative Europe, funded by Brussels, divided between this and another film.
Budget: Mid-to-low budget
Distribution: eOne Films (UK) & Le Pacte (France) - released in Cannes first (13 May 2016)

Reception

Awards- Palm d'Or at 2016 Cannes Festival, Prix du Public at 2016 Locarno International Film Festival and 2017 BAFTA for Outstanding British Film

Reviews- Metacritic- 78 out of 100 score

Critical responses and debates- The Guardian, Newcastle agency boss: “I, Daniel Blake is a representation … I hope people don’t think the film is a documentary, because it’s a story that doesn’t represent the reality we work in.”
-> Accurate portrayal of reality or a representation? 

Political effects- Right-wings critics questioned whether the Jobcentre's portrayal was fair:

Former Conservative Work and Pensions Secretary (Ian Duncan Smith) said that "The idea that everybody is out to crunch you, I think it has really hurt Jobcentre's staff who don't see themselves as that"

Following secretary for Work and Pensions, Damian Green called the film "monstrously unfair", only admit, when pressed, that he hadn't actually seen it.

The leader of Labour Party, Jeremy Corbyn, criticised the unfairness of the welfare system and advised Prime Minister Theresa May to watch the film, during Prime Minister's Questions on 2 November 2016

Business Secretary, Greg Clark, described the film as "fictional", claiming "it's a difficult job administering a benefits system... DWP staff have to make incredibly difficult decisions and I think they should have our support in making those decisions"
Financial success- $15,887,215 worldwide box office, $260,354 domestically and $15,626,861 internationally

Text:

Themes- Single motherhood (stereotypes challenged- Katie), community vs system (e.g. food bank, shop's security guard vs social security system)

Ideologies and social message of the film- Socialism; to fight for each other's rights

Genre- Drama

Setting- Local (UK city - Newcastle e.g. accents- not directed globally)

Representations- Working class: single mothers, older and younger generations...

Main target audience- Middle-aged middle-class people

Secondary Audiences- 

Desired response from the audience- Empathy towards the main characters and to connect with the message

Poster Analysis

The focus of the poster is on the reviews, which links to the target audience as well as the genre and type of film. It is an independent drama film, meaning the audience sees the film for a message and not an escape, so reviews are essential. The target audience is the middle-aged, middle-class population, which links to the main character featured on the poster (only due to the age as the protagonist is working class). The main character's background is suggested through casual clothing and his personality by his position, raising his fist, a universal symbol of solidarity and support, which also portrays the main theme of the movie. Furthermore, the graphics of "I, Daniel Blake" develop another aspect of the symbol, an expression of resistance and defiance, as graffiti is made without permission and can be employed to oppose to political systems and social issues around the world. Therefore, this means the marketing campaign revolved around the scene in the movie in which he rebels against the benefits centre, in order to convey Blake's spirit.

Trailer Analysis

The target audience is appealed to at the very beginning, with the "Palm d'Or Winner" sign, which is also a mark of quality. A wider audience wouldn't necessarily follow the Festival de Cannes, so the film is aimed at middle-class, probably film-enthusiasts, etc. The purpose is to appeal to the target audience.

The story is set through the first few seconds, through voiceover and shots in bleak lighting colour, similarly in the trailer as in the actual movie, which indicates the director chooses to inform the audience straightaway of Blake's state to put them in context.

There are reviews throughout the trailer, such as Sight&Sound's "Ken Loach is back again with a protest cry for common humanity" and The Times' "an immediate classic". The choice of magazines/newspapers for expert criticism also reflects the appeal to the target audience.

In order for the audience to connect with the message, there are various close-ups of Daniel, in order to make empathy easier, as opposed to the mid-shot of the Jobcentre worker. The shot doesn't let the audience emotionally connect with such character, contributing the Loach's negative portrayal of the worker who doesn't aid Daniel nor Katie. Similarly, the lightning in the office scenes is cold, representing the negative atmosphere, contrasting with the warmly lit scenes in houses as there's emotional bonds established e.g. Katie's house, the food bank.

The other main character, Katie, is brought in towards the middle of the trailer, and afterwards, the shots start to speed up, indicating she's an important part of the plot, as she sets up one of the themes that run throughout the movie, the difficulties of single-motherhood. Similarly, the music starts to get more intense, in order to develop the same idea.

There are graphics employed, through the graffiti scene, which implies he will be fighting for his situation, and also through the title "I, Daniel Blake" in a gravestone-like font, evoke a sense of legacy, but also foreshadow his death at the end of the film.