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I, Daniel Blake Mind Map (Industry (Not a ‘safe’ genre like a music biopic…
I, Daniel Blake Mind Map
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Context and Key Facts
Ken Loach is a UK Labour Party supporter and political filmmaker. Corbyn used the film to criticise harsh government policy regarding the unemployed – Corbyn help the film, the film helped Corbyn
“I, Daniel Blake is a political film about UK Conservative government policy on unemployment and social security”
The UK Union Unite was used to market the film running features on its website relating to the ‘injustices’ within the film.
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Industry ‘buzz’ and hype – Loach has said he will retire from filmmaking several times in the last 5 yrs.
Critical success – film festivals, print reviews in The Times, Sight & Sound…..
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Limited print campaign in UK newspapers e.g. The Guardian, i Newspaper, Daily Mirror (Component 1 product) but continued weeks after release
Audience
ABC1 (middle class), educated, socially responsible, 35-55 with a significant male skew
UK Guardian newspaper readers with a social conscience, reformers and carers (plus Corbyn and Labour Party supporters)
Ken Loach is a UK Labour Party supporter and political filmmaker. Corbyn used the film to criticise harsh government policy regarding the unemployed
Culturally aware – familiar with social realism and the body of Ken Loach’s work as an independent director
Industry
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Key narrative themes explored, realist and UK regional representations
Social media marketing crucial: tweeting about the film kept the hype going - “Please go and see this film – and then take action!” (hence #wearealldanielblakecampaign and #abagforkatie
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The role of Corbyn and Unite must not be underestimated as a form of political synergy, and driving force in marketing the film (there was also a smaller, younger secondary audience)
Bfi played a key role in funding, provided £300,000 grant for the distribution of the film.
Part funded by the BFI (through the National Lottery), BBC Films, distributed by eOne Films (UK) Funding an independent/art house film is difficult – French co-production secured Pascal Cauchteaux and support from Canal + (France is biggest market for Loach films)
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