low budget film marketing

1. Low budget film marketing Nika Raskovalova A1

2. Shifty (2008) • Genres: Crime, Drama Thriller • Director and Writer: Eran Creevy • Stars: Riz Ahmed, Daniel Mays, Jason Flemyng BOX OFFICE • Budget: £244,579 • Cumulative Worldwide Gross: $245,426 COMPANY CREDITS • Production Co: BBC Films, Between the Eyes, Film London Microwave • Distributed by: Metrodome Distribution • The cinema release for a film such as Shifty is mainly a marketing platform not a revenue generator • The majority of the revenue will come form the DVD/Blu-Ray rental and direct sales, television, cable and satellite

3. Reception • The film has a 96% rating on Rotten Tomatoes out of 25 reviews. Many claimed that despite a very low budget, the film's actors and storyline was of the highest calibre, and therefore was a well formed, character-driven debut for Creevy.However, customers on Amazon.co.uk only gave an average review of 3.5 stars, with some claiming that the film's low budget left it with a dialogue-driven production with little or no action to add to proceedings.

4. Award Nominations • Best Achievement in Production • Best Actor (Riz Ahmed) • Best Supporting Actor (Daniel Mays) • Best Technical Achievement (Harry Escott, Molly Nyman) • Douglas Hickox Award (Eran Creevy) • Bronze Horse (Eran Creevy)

5. Review • Made for as little as £100k (which would not even buy you a one-second Megan Fox pout) this film is to be admired for how good it looks considering the constraints of the budget. However, if praise was given out to independent films made for no money then there would not be enough to go around as there are plenty of similar attempts – just many of them really do show the lack of resource in all areas. It is not the case with Shifty because the film is an effective and well made affair that engages by virtue of how it is put together. The story is reasonably straightforward but it is written with a wider story behind it – one that we perhaps don't get all of but one that impacts onto the characters and their relationships and makes for a stronger character set and a more interesting film. The cast deserve credit for working on such a low budget film.

6. Marketing • The film was distributed by Metrodome who marketed the film in the following ways: • Spent about £50,000 on prints, administration and advertising • They felt that the film was similar to Kidulthood/Adulthood and wanted to reach a similar audience – known as Urban Genre • They wanted to reach a young, urban audience • However, to maximise the reach of the film Metrodome produced three trailers all tailored to appeal to different audiences • It was felt that the film could also appeal to the middle-class Guardian reading audience • The trailer targeting this audience featured a more classical style soundtrack whilst the ‘urban’ trailer featured a hip-hop style soundtrack that didn’t actually feature in the film

7. Marketing • How to attract the young ‘urban’ audience? • This audience is highly proficient with New Media Technologies • Therefore a low-cost high-tech campaign would be the best way to reach the target audience • To reach the target audience, adverts ran on pirate radio stations • Fly-posters were used • The poster was simple & eye-catching with a bold yellow background  • ‘Business cards’ representing the character of Shifty as a drug-dealer were distributed which included the website

8. Marketing • A viral marketing campaign was used via email • Emails were sent to various opinion formers in the media (e.g. The editor of Time Out magazine) • The email appeared to be from an official community organisation that had identified the recipient as a possible drug dealer • There was a link at the bottom of the email to the official Shifty website • There was a complaint to the Advertising Standards Authority and the email was banned  • However, the publicity actually helped to raise the profile of the film • A further viral campaign suggested that recipients ‘frame a friend’ • Again the links took you to the Shifty website

9. Marketing • The website included a competition whereby music from the film (by Molly Nyman and Harry Escott) could be downloaded and remixed to create a new track • The website stated: ‘We’re looking for remixes in a wide range of styles, from dubstep to classical, the choice is yours’ • The remixed track could then be uploaded and the producer of the best track would win: • ‘£500 and time in a studio to complete your track with a professional producer’  • Music was also recorded by the star of the film Riz Ahmed who is also a professional musician • Some of the tracks could be downloaded free from the website • A music video was also created that was uploaded to Youtube • There were also pages on Facebook, Myspace, Bebo

10. Marketing • The marketing of the film represents an example of cross-media convergence with: • Posters • Radio (adverts on pirate radio) • A website • Social networking sites (Facebook, Myspace, Bebo) • Email – viral marketing • Music – MP3 downloads • CD – the soundtrack • Youtube – the music video  • Cinema and television trailers (also on Youtube) • DVD/Blu-Ray

11. International distribution • Shifty went on to further success and secured a distribution deal in Australia. The newly set-up distribution arm of Curious Film, based in Sydney, handled the release.  • Deals like this signify the increasing opportunities for independent films to reach audiences globally. • Mia Bays, Creative Executive for Microwave, went to Australia to give a keynote speech in which she gave her tips for making a little go a long way. • Her top tips urged film-makers to make sure they had a clear motivation, story and vision for their films and emphasised the importance of teamwork. However, she maintained that getting your film made is only the first step – “half your job is making the film, the other half is getting it out to the world”.

12. Ill Manors (2012)

13. Production and distribution companies Production Companies: • Microwave • Film London • BBC Films • Aimimage Productions • Gunslinger (co-production) Distribution Companies: • Revolver Entertainment – Uk • Benelux Film Distributors-Netherlands • DistriB Films – France • Mozinet – Hungary • Pinnacle Films – Australia • Synergy Cinema – France

14. Who’s idea was it? • Ben Drew (Plan B) the artist was the person who created the idea for the film. He also directed the film and developed all the ideas for the movie himself. He did this to attempt to depict the life crime in the ‘underground’ streets of London as a crime thriller; then issue with this sort of film is that the audience is very narrow as it would most likely only appeal to people between the ages of 15 and 25. the other is the fact that there is so many profanities used throughout the film the film becomes and 18 rated movie therefore tightening the audience to 18-25.

15. Where did the idea come from? • The film idea was created by Ben Drew, it was an original idea from a first time director there fore didn’t have much of a budget. It was budgeted at about 100,000 pound. The budget came from Microwave productions and their ‘micro-budget feature film-making scheme’. Microwave productions are also in association with BBC Films therefore they equally contributed to the production of the film.

16. Casting • The budget of the film was really low, consequently the cast was not massive and well known in fact the most known actor was Riz Ahmed and he was only one of the main ‘Four Lions’ (another low budget English film). So there wasn’t any associations brought with them, as all of the cast only ever had menial parts in films. In fact most of the cast knew Ben Drew as friends before the film was made and that’s how they got the parts.

17. Director, Producer and music • The producers were Atif Ghani and Ben Drew both of these people are not very known in the film industry therefore had some problems getting the money for the overall production. The music was easy however because Ben Drew (Plan B) created the soundtrack for the film and released it 3 weeks before the film actually coming out so the synergy for the film really helped boost the ‘hype’ of the film and the overall sales.

18. Issues with shooting • The film was shot in all different places associated with crime and drugs around London therefore everyone making the film had to be careful. There was one incident that held the production for 2 months where a drug addicted stole the computer containing all of the films shots! Some of the cast got the idea that Ben Drew’s ideas were biased to the other classes in society however this did not fault any of the filming.

19. Technology • The film was made to convey the gritty nature of London's boroughs, therefore the use of CGI and green screen was not needed. The director purely wanted to get across the environment these people live in and using CGI or green screen would make the whole thing fake.

20. The premiere • The première took place on 30 May 2012 at the Empire cinema in Leicester Square, London. This screening was also attended by several British recording artists such as Alesha Dixon, Alexandra Burke, Professor Green, Tinie Tempah, Wretch 32, Example and Ed Sheeran. The film was given a wide release to 191 cinemas in both Republic of Ireland and the United Kingdom by Revolver Entertainment on 6 June 2012. Ill Manors was released in the Netherlands on 30 August 2012 by Benelux Film Distributors and was also screened at the Toronto International Film Festival and the Festival do Rio in September 2012. Ill Manors was released on DVD on 8 October 2012, and contains footage that was not broadcast at cinemas.

21. Distribution • It was distributed to digital cinemas however due the content of the film it didn’t stay in the cinemas for very long, only 1 week in the smaller cinemas (Bromley's Empire) and 2 weeks in the bigger cinemas (Greenwich Odeon).

22. Marketing Good reviews shown to give the best view on it. Musician name to get fan publicity. Gun in front of the title with other hand behind the title connotes a mystery to what is in the other hand. The word ‘Ill’ can be interpreted into urban slang for ‘good’ attracting the younger audience.

23. CD’s Release: 23/07/2012 Sold: 37,455 copies Merchandise Blu-Ray DVD: Release: October 8th 2012 Caspa remix Of single DVD’s Release: October 8th 2012

24. Exhibition • The film was given a wide release to 191 cinemas in the UK and the Republic of Ireland by Revolver Entertainment on 6 June 2012 Ill Manors was released in the Netherlands on 30 August 2012 and was also screened at the Toronto International Film Festival and the Festival do Rio in September 2012 Ill Manors was released on DVD on October 8, 2012 and contained footage not seen in the broadcast at the cinemas.

25. Kidulthood This film received quite high reviews from both critics and viewers, but some reviews criticized the film for being Americanized and for not realistically representing the struggles of working class, British teens.

26. Production • Genre: Urban Drama • Budget: £600,00 (estimated) • Opening weekend: £100,056 (UK) (3 March 2006) • Gross: £100,056 (UK) (5 March 2006) • Production company: Stealth Films, Cypher Films, TMC Films • It was directed by Menhaj Huda and written by Noel Clarke. • The box office amount was £453,876 which is much less than what they started with as their budget.

27. However the sequel to Kidulthood, Adulthood, did raise the bar, It grossed £1,203,319 at the UK Box Office during its opening weekend, ranking above The Incredible Hulk, Indiana Jones and the Kingdom of the Crystal Skull and Sex and the City. • It also had a box office amount of £3,347,811 and won the honorary production award 2009.

28. Distribution • Distributors: Revolver Entertainment (UK), Capelight Pictures (Germany), Focus Films (Brazil), Image Entertainment (USA) and Future Film (Finland). These countries might have been chosen because they all have similar class systems and also a high percentage of young adults; the target audience for this particular film

29. Exhibition Kidulthood had the benefit of a multi-platform release • Cinema • DVD • Amazon – the film reached a global audience, very easy access to the film for it’s target audience, young adults. • Love Film • Sky Movies

30. Institutional information Exhibition • Apart from it being exhibited in the cinema and DVD I research other ways. • Amazon- The advantage is this is a global website making it easier for people to purchase the film.  • Sky Movies- The advantage is that you can watch it whenever you want and watching it on a television gives it a better view. The disadvantage is that not everyone has sky which shows it is limited. • Love film- Blu ray- The advantage for this that the picture quality is better for the viewer. The disadvantage is that other countries don’t have blu ray so they will not get the better experience • Illegal websites for isohunt.com. The advantage for this is that anyone of the world can find the film , download it for free and its quick. The disadvantage for this is that the institution’s will loose more money as people are watching it illegally • Ipod/ Iphone- The advantage is that you can watch it whenever you want. The disadvantage is that not everyone has an ipod/ iphone

31. Target audience Age The exit poll data provided by the UK Film Council shows that 158 people under the age of 25 watched the film whereas 53 people were over 25. This tells me that Kidulthood appeals to a younger audience, mainly teenagers and those in their early twenties because the issues in the film may appeal to them. These issues include alcohol, drugs, violence, gang culture and sex. The main characters in the film are around 15 years old and still go to school as shown in their uniform in the first scene. Therefore it can appeal to teenagers around that age because they may be going through the similar issues where they are trying to grow up too quickly.

32. Target audience Gender According to a survey, 89 males and 122 females attended to see Kidulthood. This tells me that the film appealed to more females than males. This may be because females relate to the issues of alcohol, drugs, sex and school bullying more than males. However, the film follows the story of three male best friends and two female best friends so it can appeal to both genders equally. The film presents how teenagers of both genders spend their day. Overall, the film can appeal to both genders as they may have similar experiences.

33. Marketing • Viral marketing is probably one of the best marketing strategies for Kidulthood. According to the UK Film Council’s survey, 33% of the people who went to see the film heard about it through word-of-mouth. People are mainly able to hear about the film through family, friends and social networking websites. (eg Facebook, Twitter) The film uses synergy so that it gets known. It uses soundtracks from grime artists such as Shystie, Lethal Bizzle and Dizzee Rascal. The music these artists produce relate to people who live an urban lifestyle. If people hear that their music is going to be in the film Kidulthood, they would watch it because it might appeal to them. Therefore the record label and production company work together to gain mutual benefit of targeting their audience. Kidulthood’s distribution company, Revolver Entertainment has produced copies of the film on DVD which is an example of New Media Technology. Kidulthood is likely to become more successful on DVD than in the cinema because it is cheaper when its released on DVD and people can watch it in their own time.

34. Marketing • Kidulthood was also funded by the UK Film Council. Being produced by an independent production company with a low budget, it was difficult for Kidulthood to get distributed. Instead, posters were produced for the film and did in some way become successful. From the UK Film Council’s exit poll data, 25% of the people who went to see the film heard about it through posters. Another way which gets people talking about Kidulthood are the reviews by the press. If the film gets good reviews, it would make people want to see it and the word-of-mouth spreads. The Sun rated the film 4 stars and said the following: “ Impressive directing and great performances by all of the film's raw young cast combine to make this low-budget bruiser a must-see.”