𝐹𝒾𝓁𝓂 𝐼𝓃𝒹𝓊𝓈𝓉𝓇𝓎: 𝐼, 𝒟𝒶𝓃𝒾𝑒𝓁 𝐵𝓁𝒶𝓀𝑒

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

Independent cinema is a indie film which directors and producers have more creative input, it’s made in their vision, not in the vision of studio bosses. Independent cinema is different to Hollywood blockbusters because they 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?

I, Daniel Black is an award-winning independent British Drama film. It's about the main character, Daniel Blake, 59, who has worked as a joiner most of his life in the North East of England needs help from the State for the first time ever following an illness. He crosses paths with a single mother Katie and her two young children, Daisy and Dylan. Katie’s only chance to escape a one roomed homeless hostel in London is to accept a flat some 300 miles away. Daniel  stands up and fights for his dignity, leading a one-man crusade for compassion that will transform the lives of a struggling single mother and her two children. It is a drama that has a strong political message about Britain in an age of government austerity.

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

I, Daniel Blake was directed by Ken Loach and this is important because he has been a director for over 50 years. He’s never had Hollywood success, mainly because he’s never wanted it. Loach’s style is social realism – telling stories that represent the lives of ordinary working-class people and the social issues they face, for example unemployment, poverty and addiction. His films also have political themes. Rather than create films for entertainment or money, his goal is to expose and educate people to the issues that many people in society 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.

• Talked in community centres across the UK to build local enthusiasm for the film’s message.
• Film was premiered in Newcastle (where the film is set) to gain local support. 
• Loach appeared on BBC Question Time to talk on issue giving the film extra credibility

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

They used Organise free (or ‘pay what you can’) screenings to get audiences talking about the film. this is unusual because usually there is set amount of money that everyone has to pay to watch a film.

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

The estimated production budget was £2 million and it made £11 million at the box office.

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

 I, Daniel Blake compete with Black Widow by 

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

In my opinion, I think it was a success because they made more than the estimated than the estimated budget.

Grade 8/9 Extension Tasks

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.

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