I, Daniel Blake Facts, Marketing and Brief Analysis

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 I, Daniel Blake

Film Summary
Daniel Blake is a 59-year-old widowed carpenter who must rely on welfare after a recent heart attack leaves him unable to work. Despite his doctors diagnosis, British authorities deny Blake's benefits and tell him to return to his job. As Daniel navigates his way through an agonizing appeal process, he begins to develop a strong bond with a destitute, single mother who's struggling to take care of her two children.

I, Daniel Blake

  • not-for-profit film
  • exists to spread a political message and to open up viewpoints about the difficulty of accessing the benefits system.
  • educate middle class audiences to show how the working class suffer
  • criticise the government
    • British Conservative Government
  • film can be streamed on Disney+
  • limited appeal to those under 15, hence the rating being ok as a 15

Chadwick Boseman Interview: Conventional style of not talking about the film creates mystery and engages the audience to want them to watch the film.

To promote I, Daniel Blake, Ken Loach went on Channel 4 and challenged conservative MP Kwasi Kwarteng. 

I, Daniel Blake exists purely to draw attention to the issues faced in society.

Poverty Porn - enjoyment of watching poverty
F Word is used 30 times along with the c word used once also caused the film to get a 15.

First Minute of I, Daniel Blake

  • opens to BFI title and BBC title
  • Wild bunch (German film and distribution company) logo follows
  • produced by Sixteen Films, Why Not Bunch, Wild Bunch
  • Canal + (French subscription based tv channel), France Televisions, Cineart, Cine +. VOO and Be tv
Many different producers and distributors, which is complicated but typical of an independent film of this sort.

How was the film funded?

  • BBC - funded through the license fees
  • BFI (British Film Institution) - funded through the National Lottery

How was this film sold to its audience? What innovative and even surprising forms of marketing were utilised?

I, Daniel Blake Marketing

  • trending hashtag
  • pay what you want/can afford
  • projected messages on London Southbank and onto Houses of Parliament

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