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I Daniel Blake: Theory - Coggle Diagram
I Daniel Blake: Theory
Curran & Seaton
The trailer sits outside of the idea of 'profit and power' whilst also demonstrating creativity and variety that doesn't reflect Curran & Seaton's ideas about Media Concentration
The trailer is more adventurous due to diverse patterns of ownership, or Loach's pre-sold audiences
This film wasn't run by profit and power it was run on to educate others on how tough the benefit system really is for people and Ken loach has focused on the problem which is caused by the government in order to bring awareness to what they are doing wrong
They also got funding from the BBC and BFI, as the BBC is a public service broadcaster so I Daniel Blake needed to meet the BBC's remit in order to get the funding: it needs to be informative as well as entertaining and educational, they usually go for niche/ alt films, shows British culture and culturally significant
Curran and Seaton would argue that the film offers something more than trying to make money and instead they are more concerned about education the public
It is also shown that without the motive of profit and power it allows more creativity and realism in the film because they aren't trying to make money they want to show people what life is really like on the benefit system which is hostile
Curran and Seaton also argue that more socially diverse patterns of ownership help to create the conditions for more varied and adventurous media platforms
Livingstone & Lunt
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The distribution was on a small scale due to limited global appeal, it was for a more niche market
Used traditional media like newspapers because target audience was older and is more familiar to traditional media
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Producers don't seem to care about the risk of traditional approach, maximising profits doesn’t seem to be the goal, it's more to bring attention to the social problem
Hesmondhalgh
I Daniel Blake was marketed with traditional trailer and print adverts as well as other marketing techniques
Free screenings and talks in community centres across the UK to build enthusiasm for the film locally
Actors appeared on BBC question time to talk on some of the issues raised in the film such as the benefit system
The film was screened in Newcastle where the film is set in order to build local support and enthusiasm for the film
'I, Daniel Blake' was projected onto the houses of parliament and in various other cities
I, Daniel Blake was available to watch in 24 countries however marketing was in other countries was on a much smaller scale and the film was only marketed by trailers and posters
Social media also helped to promote the film as the hashtag weareidanielblake circulated social media, showing the excitement for the film and opening up conversation about the issues raised in the film