Shifty case study

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Film Industry
Case Study

Production,
Distribution,
Exhibition and
Marketing

SHIFTY - Introduction
oIn recent years the production
budgets for British films have been
falling
oWas £2-3 million – Now ...

SHIFTY - Introduction
o Shifty was made in 2008 under the
Microwave scheme (UK Film Council)
o Microwave was set up to wid...

SHIFTY - Introduction
The film was written and directed by Eran
Creevy
It is the second Microwave film to be
released
R...

Case Study -Summary
Key Issues
 UK film aimed at a national/local audience
 Traditional UK film genre
 Ultra low budge...

Case Study - Shifty
1. UK film aimed at a national audience
 Shifty is a typical British ‘success’ story.
 Filmed on a s...

Case Study - Shifty
The actors - As his first feature, it was obviously a risk
for well known actor Daniel Mays (Atonemen...

Case Study - Shifty
2. Traditional UK film genre
 The story tells of 24hrs in the life of your ‘friendly
neighbourhood cr...

Case Study - Shifty
3. Ultra low budget production
 Microwave challenges film-makers to shoot a full length film for up t...

Rory Aitken - Producer
 The Microwave Scheme challenges filmmakers to make
films for £100,000. You could make it for les...

Case Study - Shifty
4. Typical UK film funding
 The average budget for a domestic UK film
in 2009 was £3.3 million.
 Ind...

Case Study - Shifty
 Interesting use film festival and award
ceremony
As part of the microwave project Shifty premiered ...

 Metrodome distributors
Following the London Film Festival
screening in October Shifty had interest from
several distrib...

 So what did the distributor Metrodome find attractive about
Shifty?
 Metrodome acquired Shifty having seen it in 2008 a...

 What kind of challenges did a film like ‘Shifty’ present in
marketing terms?
 The marketing challenge for us is telling...

Case Study - Shifty
 International Distribution
Shifty went on to further success and secured a
distribution deal in Aus...

SHIFTY - Exhibition
Opening weekend – took £61,000
After 3 weeks down to 12 prints after
taking over £131,000
Final box...

SHIFTY - Exhibition
However, the cinema release for a film
such as Shifty is mainly a marketing
platform not a revenue ge...

Shifty- Exhibition
With the BBC as Microwave’s broadcast
partner even the eventual screening of the
film on TV is already...

Marketing
The film was distributed by Metrodome who
marketed the film in the following ways:
Spent about £50,000 on prin...

Marketing
However, to maximise the reach of the film
Metrodome produced three trailers all tailored to
appeal to differen...

Marketing
How to attract the young
‘urban’ audience?
 This audience is highly
proficient with New Media
Technologies
Th...

Marketing
To reach the target audience, adverts ran
on pirate radio stations
Fly-posters were used
The poster was simpl...

Marketing
A viral marketing campaign was used via
email
Emails were sent to various opinion
formers in the media (e.g. T...

Marketing
There was a complaint to the Advertising
Standards Authority and the email was
banned
However, the publicity a...

Marketing
The website included a competition
whereby music from the film (by Molly
Nyman and Harry Escott) could be
downl...

Marketing
The remixed track could then be uploaded
and the producer of the best track would
win:
‘£500 and time in a stu...

Marketing
A music video was also created that was
uploaded to Youtube
There were also pages on Facebook,
Myspace, Bebo

Conclusion
The marketing of the film represents an
example of cross-media convergence
with:
Posters
Radio (adverts on p...

Conclusion
Music – MP3 downloads
CD – the soundtrack
Youtube – the music video
Cinema and television trailers (also on...

Viral Marketing
'Drugs' email banned by ad watchdog
‘Shifty’ email viral campaign banned
 An email marketing campaign f...

 Produced with DVD sales in mind…!
Throughout the production period, a
selection of accompanying material
will be produc...

How would you answer this
question?
Does a film achieve success because of
its appeal or because of the money given
over ...

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