"Shifty" An Independent British Thriller

1. In order to target both audiences,Metrodome produced different trailers. Interestingly the trailer targeting the youth audience had a soundtrack of 'hip hop' music. There was no soundtrack in the actual film.

2. Here is the trailer for Shifty

3. In addition Metrodome ran adverts on pirate radio stations, used Fly Posters (these are illegal posters that are put up) and gave out 'business cards' which depicted Shifty as a drug dealer and directed the recipient to a website. A music video to promote the film was posted on YouTube and a website was created and promoted on social network sites.

4. A Viral Email for Shifty

5. Most controversially, the film sent out viral emails that identified the recipient as a potential drug dealer. The Advertising Standards Authority received a complaint and the emails were banned. However, the 'bad' publicity generated helped to promote the film.

6. Finally, metrodome targeted the youth audience through a competition offering £500 worth of studio time to young musicians. The lucky winner had the opportunity to work with Riz Ahemed- a musician who starred in the film.

7. "Shifty" is a British Film made in 2008 under Microwave Scheme that was funded by the UK Film Council (since replaced by the BFI). The aim of the scheme was to provide young film makers with a platform to make a small independent film.

8. The rules of the microwave scheme were that the film had to be made in 18 days and with a budget of less than £100,000. "Shifty" was the second microwave film to be released.

9. "Shifty" opened in 51 small independent cinemas such as the Curzon chain and on it's opening  weekend took £61,000. The final box office takings were £143,000. Most of the film's profits came from DVD and television sales.

10. "Shifty" was distributed by Metrodome. £50,000 was spent on making celluloid prints of the film, administration and advertising. The intention was to attract two different audiences.

11. The first audience was the middle class audience that regularly sees small independent films at independent cinemas. In addition they wanted to attract a new, younger urban audience. This audience had made "kidulthood" and "Adulthood" profitable.

12. Adulthood Film

13. kidulthood Film