Sophie Nutt Adam Deacon, produced by Gunslinger and distributed by Revolver
Entertainment used viral marketing to it’s advantage. There was an iTunes app
that could be downloaded onto iPhones, iPads, iPods and other Apple productsfor free which introduced you to the characters and their key quotations and
gave you a test on how ‘gangster’ you are
. Although this would not havebenefited the film economically, this type of marketing would have targeted theniche market of teenagers from diverse backgrounds and would have publicizedthe film successfully and proved to be a successful marketing tool as it got 3 ½out of 5 rating. However you must be seventeen years old to download the app,which would limit the amount of downloads it would receive and thereforereducing the amount of hype and publicity that this app would generate.As wellas this, Adam Deacon managed to team up with JME to release a 'Hype HypeTing' single and publicize the film even further. Big names, like JME, attract theright audiences to watch
as his fan base is the younger teenagegeneration. Both of these examples of the use of technological convergence by
demonstrates how it can be used to promote the film in various waysthat will attract a specific audience. The film used the internet to it's advantageby releasing official trailers, 'Anuvahood Cast Freestlye'
and ‘Cooking With LeviRoots’
videos to be viewed on YouTube and also filming their Anuvahood BusTour around the UK and releasing the various videos virally.
has alsoused other social networking sites when publicizing their film, for example theirpopular Twitter (5,004 followers) and Facebook (204,969 likes).
rnet and technology to it’s
full advantage when promoting the film, asthis is the most successful way to appeal to its small market and audience,without exceeding the low budget.
did not receive a wide distributionas the distribution company involved (Revolver Entertainment) did not havemuch ability to distribute a massive amount outside of the UK due to their lowstatus and low budget of the film which was £1,000,000. The film did not achievemuch monetary gains either, only receiving a£1,207,877 gross overall.Therefore, marketing and distribution when coupled together can almost createa successful film, however but this cannot be achieved when they are only usedseparately.Comic book orientated film
did not use ‘out of the ordinary’ marketing
techniques or publicity stunts, as it just used clever posters, trailers, onlinewebsites and social networking sites such as Facebook, advertising and cross-promotions, and media and publicity to generate word of mouth for the film.Consequently, the film did not exceed financially during the opening weekend of its release, only receiving £3,881,704 over 402 screens. However, it wasannounced by Lionsgate that
“proved dominant across all revenue
s this past week.”
And that the film debuted in the number one positionin DVD and Blu-ray sales as well as the top movie download on iTunes since itsrelease. The critical success of
hinted at the potential for excellent performance in home entertainment sales. After the release of the film, there was
much ado about nothing with regard to the film’s “failure at the box office.” Infact, the film was only a “failure” when measured against the inflated projections
for opening weekend numbers
numbers that were based on perceived
“audience awareness.” What these projections failed to consider was that the
perceived awareness was isolated to a powerful, but segmented, fraction of the