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 An independent film is a film produced outside a major film studio

Mainstream Film A movie that costs a lot to make and are created for a large profit

Media Conglomeration A group that owns a number of companies within a mass media production line

British Film Institute A charitable organisation that promotes and preserves TV in the UK

Digital Convergence The ability to view the same multimedia content from different kinds of devices

Production Values The lighting, sound, scenery and props used to improve a film

Vertical Integration Where a company can control the production, distribution and consumptions of its products

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Horizontal Integration When a company uses subsidiaries to cross promote a brand/product across different platforms/subsidiaries.

Social Realist Genre A film genre that gives audience a true indication of what like is like.

Grassroots Campaign Marketing strategy that targets a smaller, niche group, in hope that they will spread the word to a broader audience.

Disruptive Display Advertising Making a commitment to how you portrait a brand and not just one single example.

Media Ownership When an organization or person has control over the mass media.

Production Context:

(Textbook Page 110 - 111)

What are 4 characteristics of an Independent Film?

- Shot on location- Less edited

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What are the key indicators of a mainstream film like Straight Outta Compton?

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)

- Shot on location- Less edited

- High key lighting- Highly edited- Soundtrack

Ken Loach is an English film maker who was the director of I, Daniel Blake.

He has directed many television and cinematic media products including: It’s a free world (2007)

The wind that shakes the barley (2006) has won

It is a low budget social realist film that was funded by the BFI and the BBC. It was filmed largely on location (job Centre, hospitals)

It features less known actors and does not rely on any special effects 4

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)

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?

It is a low budget social realist film that was funded by the BFI and the BBC. It was filmed largely on location (job Centre, hospitals)

It features less known actors and does not rely on any special effects

The film took over $8 million in box office

The film was exhibited at the Palme d’Or film festival at Cannes and won an award as well as being nominated for several BAFTAS

The film addresses contemporary British social issues such as poverty, the welfare system and the Work Capability Assessment. The film portrays minorities (characters that aren’t typically represented). The characters are based in Newcastle struggling to

gain benefits whilst living in poverty. I, Daniel Blake conveys a left-winged political message critics specific government policies.

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(A Level Fact Sheet)

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?

Read pages 112 – 113 of the textbook chapter.

It conveys a left-winged political message – criticizing the conservative government.

The British Film Institute is an organization based in the UK for film and uses lottery funds to support film production, distribution, education and audience development. IT

is an executive non-departmental public body.

Loach and producers may be less concerned with the film becoming a box office success because the creation wasn’t purposed for a targeted profit, instead the film was

purposed for raising awareness to the problematic benefit system in the UK.

1. Which company distributed the film?

BFI and Le Pacte

2. What other films have they distributed?Singing in the Rain

3. Where did the film premiere take place?

Newcastle

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

Daily Mirror

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

Left winged (labour)

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

What type of locations does the film take place in?

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?

3. Where did the film premiere take place?

Newcastle

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

Daily Mirror

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

Left winged (labour)

- Food Bank- Hospital- Job Centre

This may suggest a low budget as they would not have the funds to set up in a studio with high key lighting and props, so they use real locations – this also emphasizes the

genre of social realist

Without using well-known actors, the film is more relatable to viewers as they can see ‘ordinary’ people go through similar situations they are in, making the content more

relatable accommodating the social realist film.

The trailer reveals some elements of what issues may be discussed/ brought up in the film without giving away the outcomes – this leaves the audience on a cliff hanger drawing them into watching the film to find out what happens to these characters.

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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?

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?

An older audience may see more of a print-based advert for the movies as they view more media products like newspapers and magazines. Even though it is a declining media it still holds older readership.

A younger audience may see adverts for the film on social media as it is a relatively new media outlet that they have grown up with and have ease of access to on their phones.

The links for I, Daniel Blake’s social media features Facebook, Instagram and twitter.

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Traditional Advertising: Look at the poster for the film

What methods does the poster use to promote the film?

What is meant by word of mouth advertising? (Online)

The links for I, Daniel Blake’s social media features Facebook, Instagram and twitter.

Word of mouth advertising is when a media product is promoted through talks between audience who consume marketing such as the posters.

The poster uses critic reviews to showcase their positive views on the film, encouraging audiences to see a largely rated film.

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How has this consumption changed/been impacted by the ease of access of online and social media? (Your opinion)

Are audiences now more likely to seek out marketing (e.g. new trailers) online as active consumers? (Your opinion)

In which other countries was the film released? (Online)

Read the information About the BFI 2022 strategy.

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

Why would the BFI fund I, Daniel Blake?

Online and social media has allowed media producers to be able to distribute media products directly to audiences that would be interested in their content. Through data analysis, advertisements on social media have been catered towards the interest of certain people, meaning that the distribution is reaching most potential audiences.

I think that audiences today would be more likely to seek out marketing such as trailers online as active consumers as these marketing tactics are readily available on platforms

such as youtube and facebook.

USA, France, Italy and New Zealand

The BFI aims to fund unique and diverse films to increase the audiences across the UK. I think they would fun I, Daniel Blake as it offers a politically important message that

should be shared to a wider audience globally as well as the UK.

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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 stage of making a product of the media accessible for the audiences for them to take in.

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

the production and distribution of films? [10]

Recent technological changes have had an impact on more traditional distribution media such as newspapers and magazines at retail whilst current media technologies allow audiences to receive the distribution through their social media on phones. Newspapers now have a declining readership due to the technological advances meaning that the newspaper is less popular to online sources.

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

 A company that owns companies across a range of media platforms. This increases their domination of the market and their ability to distribute and exhibit their product.

The BFI aims to fund unique and diverse films to increase the audiences across the UK. I think they would fun I, Daniel Blake as it offers a politically important message that

should be shared to a wider audience globally as well as the UK.

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