Component 1 Media Products: Industries and

Audiences

Independent Study

A Level Film Industry Case Study:

I, Daniel Blake (2016)

Your Name:………………………………………………………………….

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Key Terms: Research the following key terms online and in the text book chapter, it is essential you remember these key words for the exam.

Independent Film An independent film, independent movie, indie film or indie movie is a feature film or short film that is produced outside the major film studio system, in addition to being produced and distributed by independent entertainment companies.

Mainstream Film Mainstream movies can be defined as movies that cost much to make and are created for profit.

Media Conglomeration A media conglomerate, media group, or media institution is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.

British Film Institute The British Film Institute (BFI) is a film and charitable organisation which promotes and preserves filmmaking and television in the United Kingdom. The BFI uses lottery funds to encourage film production, distribution, and education. It is sponsored by the Department of Digital, Culture, Media and Sport.

Digital Convergence The ability of audiences to view multimedia content across different platforms and devices for example a game is being advertised through other platforms such as online magazines.

Production Values Production values are the lighting, sound, scenery and props used to improve a film or play.

Vertical Integration Vertical integration is where a company can control the production, distribution, and consumption of its products. An example of vertical integration business would be a production company that own a distributor or a retailer, or a magazine publisher..

Horizontal Integration Horizontal integration is where a company uses its Subsidiaries to cross promote a brand and/or products across different platforms/Subsidiaries.

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Social Realist Genre Social Realism is a film genre which focuses on giving the audience a true indication of what life is like. Filmmakers such as Ken Loach.

Grassroots Campaign Grassroots campaign - A marketing strategy that targets a smaller, niche group, often a particular community, in the hopes that they will spread the word to a broader audience.

Disruptive Display Advertising Disruptive advertising means making a commitment to how you portray a brand, not to a single execution. It's a mindset that accepts that advertising that doesn't push limits and redefine brand simply doesn't work.

Media Ownership When a company which produces two or more types of media. Conglomerate A large parent company which owns a range of smaller companies.

Production Context:

(Textbook Page 110 - 111)

What are 4 characteristics of an Independent Film?

What are the key indicators of a mainstream film like Straight Outta Compton?

- Is usually made outside the financial and artistic control of a major film company.

- Is privately created and financed - Is made by smaller film companies or individual producers with a low

budget. This is often evident through the absence of high-profile stars and the use of everyday settings.

- Is defined by a distinguishable style often related to the genre, the social message or the filmmaker

- May have a different filming style, for example the use of handheld cameras and ambient lighting to establish realism and the credibility of the film’s themes.

- Often focuses on the narrative related to the theme, which is used in the marketing material because the usually unknown actors are not marketable.

High production values

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Who is Ken Loach? What else has he directed?(Google Search)

What type of production was I, Daniel Blake? E.g How was it financed/Funded?(A Level Fact Sheet)

How much money did the film make?(A Level Fact Sheet)

High production values

Kenneth Charles Loach (born 17 June 1936) is an English filmmaker. His socially critical directing style and socialist ideals are evident in his film treatment of social issues such as poverty (Poor Cow, 1967), homelessness (Cathy Come Home, 1966), and labour rights (Riff-Raff, 1991, and The Navigators, 2001).He has directed movies such as:

- Sorry we missed you – 2019- Kes – 1969- The wind that shakes the barley – 2006- The angels’ share – 2012- Land and freedom - 1995

- Funded by BFI national Lottery funding.- Economic factors including funding are extremely significant to this

independent British co-production. The funding bodies are the BFI (through National Lottery Funding) and the BBC

- I, Daniel Blake is a low budget social realist film, funded by the BFI and BBC. It was filmed largely on location (hospital, job centre etc.), features lesser known actors and does not rely on special effects.

Became Ken Loach's largest grossing film, making over $8 million and gaining much critical acclaim including winning the Palme D'Or at Cannes.

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What was the critical response to the film? Reviews, Awards?(A Level Fact Sheet)

Social and Political Context:

What issues does the film address? What is it about?(A Level Fact Sheet)

Does the film provide a left or right wing political message?(A Level Fact Sheet)

It became Ken Loach’s largest grossing film at the box office (taking over $8 million), was highly critically acclaimed and generated much debate due to the contemporary social and political issues addressed in the film. • I, Daniel Blake was exhibited at many film festivals, won the Palme d’Or at Cannes, and was nominated for many awards including several BAFTAs

I, Daniel Blake 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.

I, Daniel Blake conveys a clear left-wing political message and criticises specific government policies. Consideration of the wider economic context and concept of “austerity” might be useful in exploring how changes to benefit policy had been justified.

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What is the British Film Institute and how does it serve the film industry in the UK? (Google Search)

The British Film Institute (BFI) is a film and charitable organisation which promotes and preserves filmmaking and television in the United Kingdom. The BFI uses lottery funds to encourage film production, distribution, and education. It is sponsored by the Department of Digital, Culture, Media and Sport.

Why might Ken Loach and his producers be less concerned with this type of film becoming a big box office success? (Your own interpretation)

How was I, Daniel Blake marketed?

Read pages 112 – 113 of the textbook chapter.

Which company distributed the film and what other films have they distributed?

The distribution company for I, Daniel blake was eOne, an independent Canadian company that had previous success with the BFG, and The Girl On the Train. The marketing strategy for I, Daniel blake was devised by British executive Alex Hamilton, who initially saw the film at Cannes.

The film itself, as well as its marketing, would suggest that I, Daniel Blake challenges this.The production model contradicts this - budgets is low, its shot using lot of non-professional actors, it's shot on location and not on sets.The main aim of the film is not make profit, but to communicate social political messages - it challenges the welfare system, poverty, the Work Capability Assessment and austerity under the Conservative government in 2016

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Production, Distribution and Circulation.Watch the trailer for I, Daniel Blake.(YouTube)

What type of locations does the film take place in?

Which company distributed the film and what other films have they distributed?

The distribution company for I, Daniel blake was eOne, an independent Canadian company that had previous success with the BFG, and The Girl On the Train. The marketing strategy for I, Daniel blake was devised by British executive Alex Hamilton, who initially saw the film at Cannes.

3. Where did the film premiere take place?Hamilton decided to go with grassroots campaign and with this in mind he opted for Newcastle instead of London for the premiere of the film.

4. Which Newspaper corporation did eOne collaborate with in marketing the film?

eOne worked with Trinity Mirror and Zenith to promote the film

5. What is the political stance of Trinity Mirror and it’s flagship newspaper The Daily Mirror?

Trinity Mirror approached eOne to collab for marketing. There was links between the themes and ideology of the Daily Mirror. As a result, 59% of readers recalled seeing this feature and 57% said it made them want to go and see the film.

6. How was disruptive-display advertising used?

Disruptive-display advertising, including masthead and front cover takeovers, were also used across the Trinity titles and platforms.

- In offices- Streets - Small homes

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How might this suggest the film has a low budget?

Why would this kind of social realist film benefit from casting unknown actors?

Watch the trailer again, this time focus on the trailer’s aim to make audiences interested in the film:

How does the trailer persuade audiences to go and see the film?

Now, check your answers on page 113 of the textbook.

Use your own knowledge and experience of film marketing and the resources to answer the following questions.

1. Where and how are films and their marketing most likely to be consumed by audiences?

a. Where might an older audience see the trailer or poster?

Because it shows to the audience that these sort of things happen to anyone, having famous actors may suggest that they are doing this for profit, like the Curran and Seaton theory.

By including reviews from critics integrated into the film, making the audience read it while watching the scenes from the movie.

On television, or posters on bus stops and stations. Furthermore, actor name appeals to an older generation, persuading them to come and watch it.

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b. Where might a younger audience access marketing for the film?

Contemporary Forms of Advertising

Look at the Official Website for I, Daniel Blake

http://www.ifcfilms.com/films/i-daniel-blake

What links to social media does the website offer?

Traditional Advertising: Look at the poster for the film

On television, or posters on bus stops and stations. Furthermore, actor name appeals to an older generation, persuading them to come and watch it.

Facebook and twitter for the director, and Instagram.

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What methods does the poster use to promote the film?

What is meant by word of mouth advertising? (Online)The use of critics reviews in the background to represent the graffiti on the walls. The use of red text to bring out key words about the film, rather than reading all the reviews.

Word of mouth is a free form of advertisement or promotion (just one reason it's so important). It's shared by customers and triggered by an event the customer experiences. This event is something beyond what's expected.

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How has this consumption changed/been impacted by the ease of access of online and social media? (Your opinion)

Social media is a platform which allows audiences to place their opinion of a certain film, and therefore that can spread, and people can share their own experiences, or reply back with their own creating a conversation for people to see or join in. This can make people want to go see the film.

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In which other countries was the film released? (Online)

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Read the information About the BFI 2022 strategy.

https://www.bfi.org.uk/2022/

Why would the BFI fund I, Daniel Blake?

I, Daniel Blake reinforces this idea as the funding from the BFI and the BBC independent, publicly-financed companies, as well as companies from France, Belgium and Canada gave Ken Loach full creative control on the film, as profit was not expected, like you would expect from major film companies like Universal with Straight Outta Compton.

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The effect of individual producers on media industries: Ken LoachWatch the trailers for these films directed by Loach.

The Wind that Shakes the Barley (2007)

The Angels’ Share (2013)

Jimmy’s Hall (2015)

What similarities do these films share with I, Daniel Blake?

Read textbook page 114

Consider the extent to which I, Daniel Blake can be described as a mainstream product. Loach is a well- known and successful figure inthe UK and Europe. To what extent do you think his work ismainstream?

All three are trying to make a difference, and bring up problems around the world, especially in the UK. They all hold a left-wing point of view, meaning that they are a part of the labour party.

Ken Loach has been directing films in this genre since the 1960s and is said to be responsible for the continued existence of this sub-genre. His status in the film industry may have helped to secure funding for the film. His longevity and credibility within the industry means that he can make films that may not have secured the funding if pitched by other lesser-known directors. He has seemingly not been tempted to become more

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Which political party does he support? Has he been involved in any forms of political activism?

Section B: Understanding Media Industries and Audiences

Practice exam questions: This should take you no more than 15 minutes, write your responses in the spaces provided.

1. (a) Briefly explain what is meant by distribution. [2]

Distribution is the process of making a media product available to audiences/users so that they can consume it, which includes aspects of marketing such as creating a campaign e

(b) How have recent technological changes had an impact on

the production and distribution of films? [10]

With the technology changing and developing quickly, the impact of technology can have an impact on the production and distribution of films. such as physical printed copies and direct distribution via retail outlets as an example of traditional newspaper distribution. Social media or news app have more consumer interest in online news sites and apps able to provide news 'as it happens'. Newspapers do not provide that and would have to wait till next day to find out more about the news rather than getting it instantly. Getting it as it happens are become more popular, on apps like

Ken Loach has been directing films in this genre since the 1960s and is said to be responsible for the continued existence of this sub-genre. His status in the film industry may have helped to secure funding for the film. His longevity and credibility within the industry means that he can make films that may not have secured the funding if pitched by other lesser-known directors. He has seemingly not been tempted to become more

Links to the left-wing politics, Corbyn went to the premiere.Loach is an ally of Corbyn and made a promotional video documenting his policies and highlighting the hopes of his supporters. Members of the United Union staged a ‘We Are All Daniel Blake’ protest, outside West London job centres in Nov 2016, against benefit sanctions and welfare cuts.

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twitter and BBC News. Therefore, print readership and traditional newspaper industry being in steady decline; slumping sales; declining audiences – the newspaper being less popular than broadcast and online media.

(c) What is a media conglomerate? [1]

Disney is an example of an conglomerates. A company that is made up of subsidiaries. Subsidiaries are similar companies in their own right but still have operate under a conglomerates. Or a company or group that owns numerous companies involved in media production or distribution

HOT TASK

Do a practice question and mark it using the mark scheme

You will find past exam papers and mark schemes at: https://www.eduqas.co.uk/qualifications/qualification-resources.html?subject=MediaStudies&level=asaLevel&pastpaper=true

Use PEETA

There are also exam-style questions in each of the topic areas in your textbook.

Explain how audiences interact with video games. Refer to Assassin’s Creed III:

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Liberation to support your points.

Assassin Creed III is a well-known video game among those who play the franchise. The main character being a strong black female character. In the game itself there are ways to interact with the game such as completing side missions along side with the actual mission of the game. People can also buy DLC’s for the video game which means that they can get other content for the video game to interact with. There is a strong fan base for assassin creed, with play throughs on YouTube to help others in completing the game. People can interact in the comments an engage to help other gamers. walk through videos created by fans highlight aspects of the game and encourage interactivity in the gaming community, as well as within the game itself. Virtual reality technology like the Oculus Rift have developed over the years and technology is used to create a realistic, life-like world so creating an immersive, interactive experience for the target audience.

Furthermore, interactivity in this game is through a female avatar, thus encouraging a different target audience of female gamers. The female gamers' interaction with Aveline may offer an opportunity for identification not available in other video games. Assassin's Creed III Liberation includes interactive elements such as gamers collecting supplies and tokens to enhance the game playing experience

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