Supercurricular

 I logged onto the Massolit website and looked at the 'I, Daniel Blake' case study in disruptive marketing. Michelle Thomason explains how the politically provocative marketing of this powerful and consciousness-raising film has amplified its activist message and impact on audiences. Whilst marketing films in unconventional ways is not a new phenomenon, 'disruptive marketing' is a relatively new term in the industry to describe how accepted traditional 'above the line' marketing methods an be subverted in surprising, unexpected or shocking ways and this is precisely what eOne set out to do. The powerful image used in 'I, Daniel Blake', which shows the eponymous protagonist defiantly raising his fist against the backdrop of a graffitied job centre wall. this represents not only the punchy, rousing social realist message of the film but also the turn to commercial success for the director Ken loach.