I Daniel Blake

Cannes' award prestige

Hesmondhalgh

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Without the assistance of a major conglomerate to distribute the film I, Daniel Blake had to use a well-worn set of strategies deployed by independent filmmakers to create and sustain interest for the film's release across independent cinema outlets. 

Instrumental to this process is the use of film festivals to garner publicity on a global and national sale. Awards also generate cultural capital for the core ABC1 demographic who consume independent cinema. 

Without the success of I, Daniel Blake at the Cannes Film Festival it is hard to imagine that the film would have gained the scope of distribution that the product finally enjoyed. Indeed, film festival success is a key tactic used by independent production companies to help them achieve longer windows of release in independent chains, while the positive press reviews accompanying Cannes Festival success for IDB enabled it to secure national distribution across the UK’s major cinema chains.

Cultural capital

Refers to the behaviours/knowledge that allows individuals to belong to a social class. Consumption of media products can provide knowledge of these behaviours or can be used to signal class membership.

Media terminology used

Independent company

A small-scale production company. When compared to mainstream products, independent output tends to offer audiences alternatively styled experiences and more diverse storytelling.

Brand visibility

Advertising tactics that increase an audience's awareness and knowledge of a product. Social media campaigns, for example, make products visible in user feeds, telling users the benefits of product use.