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 A film that is produced outside the control or ownership of the major production conglomerates.

Mainstream Film A film production that has a wide, rather than niche, appeal.

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 is a film and charitable organisation which promotes and preserves filmmaking and television in the United Kingdom.

Digital Convergence Digital convergence means the ability to view the same multimedia content from different types devices.

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

Vertical Integration The combination in one firm of two or more stages of production normally operated by separate firms.

Horizontal Integration Horizontal integration is the process of a company increasing production of goods or services at the same part of the supply chain.

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, Shane Meadows and Mike Leigh are well known for their role in directing social realism films and tv series'.

Grassroots Campaign A grassroots movement is one which uses the people in a given district, region, or community as the basis for a political or economic movement.

Disruptive Display Advertising Disruptive advertising means making a 2

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 Concentration of media ownership is a process whereby progressively fewer individuals or organizations control increasing shares of the mass media.

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?

Usually made outside the financial and artistic control of a major film company

Privately created and financed Made by smaller film companies or individual producers with a lower

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

Defined by a distinguishable style often related to the genre, the social message or the filmmaker

High-production values High-profile stars often associated with the film genre Elements that can be used in the marketing of the film and become part

of the films branding, for example the soundtrack and the logo Visually attractive elements, for example sets and special effects

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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)

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

Kenneth Charles Loach is an English filmmaker. His socially critical directing style and socialist ideals are evident in his film treatment of social issues such as poverty, homelessness, and labour rights. He has directed other films such as ‘Sorry we missed you’, ‘The Angel’s Share’ and ‘The wind that shakes the barley’

I, Daniel Blake is a socio-realist independent film. A UK/French co-production, it received funding from the BFI and BBC Films.

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

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

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?

I, Daniel Blake was exhibited at many film festivals, won the Palme d’Or at Cannes, and was nominated for

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.

The film has a left wing political message;

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, the BFI serves the film industry by giving funding to independent films.

Loach might be less concerned about this becoming a box office success as they aren’t necessarily losing out either way. The film was made on a relatively low budget and therefore if it doesn’t make millions then there isn’t a large loss in money. Furthermore independent films are less worried about large audiences as it tends to be catered towards niche audiences anyway.

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Read pages 112 – 113 of the textbook chapter.

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

What type of locations does the film take place in?

1. Which company distributed the film?

2. What other films have they distributed?

3. Where did the film premiere take place?

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

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

6. How was disruptive-display advertising used?

7. What impact did it have?

eOne is an independent Canadian company that distributed the film

They had previous success with The BFG (2016) and The Girl On the Train (2016)

The film was premiered in Newcastle instead of London

eOne worked with Trinity Mirror and Zenith to promote the film

The Daily Mirror is a left-wing political stance newspaper and therefore the beliefs in both the film and the newspaper are extremely similar and the audiences would often tend to agree with its representations.

The actors stood outside the West End premiere holding placards to raise awareness of the issues covered in the film. It was also used in issues in The Daily Mirror

It impacted the audiences who had seen the advertisement with 59% recalling seeing the feature and 57% saying that it made them want to see the film

The main setting in the film is Newcastle, however it focuses on mainly the forgotten areas in the North by the government as well as areas that do not look as picturesque as mainstream films would want to target.

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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?

This film would benefit from casting unknown actors as it is not focused on making a large profit from the film. It doesn’t need to have well known actors to sell the film as long as the quality and message behind the film is there.

The trailer persuades audiences to go and see the film through the intense music and lack of special effects common in mainstream films. The independent film persuades audiences to see the film by showing critic reviews alongside scenes in the film mostly uncut.

They might see advertisement for the film in the newspaper or through news stories.

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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

They might see advertisement for the film in the newspaper or through news stories.

It shows links to Twitter and Facebook, this is because the audience for these social media platforms are often more broad range and include older audiences that Snapchat and Instagram do not.

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What methods does the poster use to promote the film?

Read the information About the BFI 2022 strategy.

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

Why would the BFI fund I, Daniel Blake?

Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations.

There is the use of critic reviews to imply the greatness and quality of the film as well as featuring the main character in the film to the audience.

The BFI have 5 core funding policies: Risk Talent development and progression Impact Perspective UK-wide

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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?

All of the films share socio-political and realist perspectives and attitudes in the films. The Wind that shakes the barley share the same editing style in the trailer. All of the films feature less known actors from areas outside of London.

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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?

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

Does the fact he is challenging governmental policy mean he is alsochallenging mainstream opinions? What do you think?

Loach’s work could be considered as a mainstream director as some of his work is known to a UK audience, furthermore, the quality of the films are high and tackle issues effecting people globally. However, Loach’s work is also independent as it is financed on a small budget with real locations instead of settings.

Loach has always been quite spoken about supporting the Labour party due to his left wing politics and portrayal of Conservative governments

I think that its probable that its challenging most mainstream opinions as they fail to try and tackle the issues that he represents in his films and therefore mostly challenges and goes against stereotypical conglomerates and their ‘save’ approach to films.

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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 business of getting films to audiences and sharing something out among a number of recipients. They have a responsibility to market the film

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

the production and distribution of films? [10]

Recent technological changes such as the development of social media means that films are able to be marketed to a wide range of audiences easier than before on television. This means that it can impact the distribution as they are able to specifically target age groups etc.

The changes on streaming sites such as Netflix and Amazon Prime also change the way in which films are distributed, with some films going directly to streaming sites such as Netflix Originals. Furthermore, the large media conglomerates such as Universal are making their own sites, shaping the way in which mainstream films are made as they are having to compete with not only the large conglomerates, but streaming sites too. This therefore makes these conglomerates have to adapt and appeal to more audiences in order for their productions to do well in box office.

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

A media conglomerate, media group, or media institution is a company that owns numerous companies involved in mass media

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enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.

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