Grade 8/9 extension tasks : I,Daniel Blake

 Grade 8/9 extension tasks

Read this Media Magazine article on the disruptive marketing campaign used to publicise I, Daniel Blake. Media Magazine is an excellent publication aimed at A Level Media students and it's a great resource for GCSE students aiming for the top grades.

I, Daniel Blake is an A Level Media text for another exam board. Watch Media teacher Mrs Fisher's YouTube lesson on I, Daniel Blake and make notes on the key points she makes.

*this is quite complex Ken Loach directed it Ken Loach works for 16 films and it's a company that he started there a very small independent production company 16 films partnered with a French company called why not productions why not productions loved Ken Loach films so they agreed to help partner up to produce the film but they couldn't distribute the film because neither of these two companies are vertically integrated.

*needed funding from the BBC and the BFI

*Loach is quite a famous and well known director

*his genre is social realism-niche

*social realism doesn't usually do well in the cinema- risk

*his work has awarded him Oscars and thus he is known globally - world known

*his name is a unique selling point

*his works directly targets people living in GB

add more later!!

Read this Hollywood Reporter interview with executive Alex Hamilton on film marketing - including the I, Daniel Blake grassroots marketing campaign. Why was it successful?

So we had the premiere up in Newcastle [where I, Daniel Blake is set]. We turned down London. They wanted to do a big thing around it. We just said, “Look, London isn’t appropriate for the premiere of this film.” We did lots of community screenings and employed regional marketing officers and did stuff that basically got the film seen a hell of a lot before it went out. We worked with the Trinity Mirror [newspaper group], and they really pushed it. We actually have a clippings agency that shows you the perceived editorial campaign value, and it was something like £15 million ($18.7 million). It was just insane.- keeping it local first.

WORD OF MOUTH