Vertigo Films exploited technology in the production, marketing, and distribution of 'Monsters' in several ways. They shot the film entirely in HD using compact, inexpensive camera equipment, allowing for a cinematic quality on a small budget. They conducted a viral online marketing campaign around the film's UK release. They also made the film available to watch online and through video on demand the same day as its cinema release, speeding up distribution and increasing profits.

1. How and why did Vertigo
Films exploit technology
in the production,
marketing and
distribution of ‘Monsters’?
BY ELEN AGGER

2. Production
 ‘Monsters’ was directed by Gareth Edwards and was released in 2010 by
the British company Vertigo Films.
 The whole film was shot entirely in HD which made the overall picture
quality have greater resolution and look more professional.
 The camera equipment which Gareth Edwards used to shoot the film on
was very compact. This was a benefit as it was easily portable.
 Even though the cameras are a lot smaller they still give the cinematic film
quality.
 They’re also not very expensive so is perfect for film directors with a tiny
budget.

3. Production
 Digital prints also mean that films can be released around the
world at the same time rather than the old way where you would
have to wait for the film to be released in America before the other
prints could be shipped around the world.

4. Marketing
 Technology became a big part in ‘Monsters’ marketing.
 The film used a viral online marketing campaign to coincide with it’s UK
cinema release.
 As part of the campaign the target audience were encouraged to get
involved so the campaign ‘infected’ 5 of each cinema chain’s major city
locations.
 The audience would then be contacted to fine these ‘infected zones’ e.g.
shops, bars and restaurants and they would then scan the code in the
location to gain access to exclusive prizes and discounts on cinema
tickets.

5. Marketing
 Overall this campaign moderately worked as a type of marketing for the
film.
 Vertigo Films also used the ‘Monsters’ website for online marketing.
 The website included downloads, movie clips and promo material that
could be transferred to portable devices e.g. mobile phones.
 It also featured social network sites as well as links to buy the film on DVD or
Blu-ray.
 The website didn’t just promote ‘Monsters’ it also included links to other
films which that target audience might be interested in, such as the
monster movie ‘The Host’.

6. Distribution
 When ‘Monsters’ was released into cinemas it was available to watch
online and on Film on the same day as it’s cinema release.
 This is beneficial as it means that the company is making a lot more money
and all at once.
 The UK website features similar promo material, downloads and links the
American website however it does have links for free tickets to for the
BAFTA members at various cinemas in the UK and also discounted tickets
which are part of the viral campaign.
 By using new technologies to market and promote the film meant that the
whole distribution process was sped up and a lot more money was being
made.
 It was obvious to see that these different ideas worked as it cost Gareth
Edwards $500,000 to make and to date it had made $4 million worldwide.