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FACTS AND FIGURES

Distributor:

Curious Film

Producer: Rory Aitken, Ben Pugh

Director:

Eran Creevy

Writer:

Eran Creevy

Stars: Riz Ahmed, Daniel Mays, Jason F

Genre: Urban, Contemporary, Thriller
Budget:

Less than 100,000

Box Office: 143,000

Opening Weekend:61,000
Released: 24th April 2009
Target Audience:

Young Urban People, Middle Class Business People

STAR CAST

It was a risk for well known actor Daniel Mays (Atonement

and Vera Drake) and up coming actor Riz Ahmed (Brits and
Deadset)

TRADITIONAL MARKETING TECHNIQUES

Spent 50,000 on prints, administration and advertising

Target audience was young, urban people

Three trailers tailored to appeal to different audiences

Trailer featured hip-hop music which wasnt in the film

Posters

Radio

Music

CD Soundtrack

Cinema and TV trailers

DVD and Blu-Ray

NEW MARKETING TECHNIQUES

Website - Links to website sent through emails etc, Included

a competition remix Molly Nyman and Harry Escott music
to make a new track: Were looking for remixes in a wide
range of styles, from dubstep to classical, the choice is
yours

Music video uploaded to Facebook

Facebook page

Myspace page

Bebo page

ANYTHING UNUSUAL IN MARKETING

Adverts played on pirate radio stations

Fly-posters were used

Business Cards representing the character of Shifty as a

drug-dealer were distributed, which included the website

Emails sent to various opinion formers in the media (e.g.

The editor of Time Out Magazine). Email appeared to be
from an official community organization that had identified
the recipient as a possible drug dealer. Link to the official
Shifty website at the end of the email. The email got banned
in the end

Frame a Friend campaign. Links led to the Shifty website

Letter sent out to tell a mate that they are being

investigated for criminal activity

HOW EFFECTIVE DO YOU THINK THE

CAMPAIGN WAS?
I think the campaign worked to attract the
right kind of people, and so the target
audience were well informed and able to watch
it. The film relied mainly on DVD release, which
reduced the advertising they did, as they
didnt need to create the biggest of buzzes. In
this way, the box office didnt have as much
success as other films, but the release of DVDs
and it now being on Netflix means that lots of
people can watch it and that is what they
intended to do.