Summarise what types of films the director makes
I, Daniel Blake was directed by Ken Loach who is known for his socially critical films that focus particularly on poverty (Poor Cow, 1967), homelessness (Cathy Come Home) and labour rights. Loach is a social campaigner and this is evident from the content of his films. The marketing for this film is specific to its potential audiences. The trailer explores government policies suggesting its target audience would be politically aware and perhaps slightly elderly. The film addresses contemporary issues within British society such as how well the welfare state caters to those who actually need it by using characters who are very much under represented in the media.
The film used a system of disruptive marketing to develop awareness of the film and its message. This includes not using traditional mainstream marketing methods such as having multiple trailers for different types of audiences. An example of this for I, Daniel Blake was recruited regional marketing officers in cities across Northern England such as Manchester, Newcastle and Liverpool to organize free screenings and talks in local community centers to help enhance the film's social message. The marketing strategy behind the film also had a political impact as Jeremy Corbyn atteneded the London premiere. Furthermore, I Daniel Blake was projected on to the House of Parliament which is an example of guerilla marketing.
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