I, Daniel Blake

1) What is independent cinema and how is it different to Hollywood blockbusters?

Independent films have much smaller budgets, and are often supported financially by public service broadcasters, film institutions and charity funding. They are also distributed by smaller companies.

2) What is I, Daniel Blake about?

A ex-joiner who needs help by the state for the first time following an illness which makes him unable to work at his current job. He comes across a young single mother of two at a job centre and stands up and fight for his dignity.

3) Who directed I, Daniel Blake and why is this important?

Ken Loach was the director of I, Daniel Blake. His style and genre is social realism and his films have political themes - mainly about ordinary working class people and the social issued they face.

4) How was I, Daniel Blake promoted to an audience? List at least three different methods used by the film's marketing campaign and how they targeted their audience.

- 'I, Daniel Blake' was projected onto the Houses of Parliament to gain 'Word of Mouth'

- Labour Leader Jeremy Corbyn attended the London premiere to show his support for the film

- They organised free screenings and talks in community centres across the UK to build local enthusiasm for the film's message

5) What unusual or creative marketing methods were used to get audiences talking about the film?

The film was premiered in Newcastle, where it was set, to gain local support.

6) What was the estimated production budget for I, Daniel Blake and how much did it make at the box office?

It was estimated to make around £2 million but ended up making £11 million worldwide. 

7) How can independent films like I, Daniel Blake compete with Hollywood blockbusters like Black Widow?

I, Daniel Blake was successful as it was an independent film which made 5 times its budget in box office and won the Palme D’or from the Cannes Film Festival where as Black Widow was deemed unsuccessful as it was the lowest grossing Marvel movie due to Covid-19.

8) In your opinion, was I, Daniel Blake a success?

Yes i do believe the independent film was a success as it received 5x more than it was estimated to make in box office. Also considering the fact that the film was independent and not an Hollywood blockbuster, winning the Palme D’or also made it a success in British film.

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.

In this video, Mrs Fisher talks about what impact their low budget had on film production and how the film was marketed and distributed. She also mentions the controversial beliefs of people arguing with the film as Ken Loach is a well known social realism director and how his involvement adds a mainstream effect rather than niche. Mrs Fisher also talks about a few marketing strategies eg. The Daily Mirror’s involvement which gave the audience a sense of mystery. The Daily Mirror is also a key marketing tool as they have a left wing stance which spread a lot of awareness for the movie.

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