This case study examines the independent British film "Wild Bill" directed by Dexter Fletcher. It had a low budget of under £700,000 that was raised through private investors. The film was Fletcher's directorial debut. It was distributed in UK cinemas through Universal Pictures and The Works UK, but only grossed £60,430 in its first weekend, which was disappointing. It received critical acclaim but failed to do well at the box office. The marketing focused on the genre more than the narrative and faced competition from larger films. It was later released on DVD and online.