Shifty was made in 2008 under the microwave scheme, this scheme was set up to widen participation and access for young london based filmmakers, the scheme offers suppourt for films to be made in 18days and with a budget of less than £100,000.
Shifty was directed by Eric Creevy and is the 2nd microwave film to be released it opened with 51 prints through independant distrubutor "Metrodome"
In the opening weekend it took £61,000 and after 3weeks down to 12 prints after taking over £131,000 and in the final box office it took £143,000, the release used both traditional cellubid and digtial prints even through the film mainly focused on a marketing platform not a revenue generator.
Most of the revenue came from DVD/Blue ray rentals and direct sales,television,cable and satellite.
The film was distributed by Metrodome who marketed the film by spending £50,000 on prints,adminstration and advertising, Metrodome felt the film had a simular feel to Kidulthood and wanted to reach a simulaur urban audience. however in order to maxamise the reach of the film metrodome produced three trailers all of which would appeal to different audiences (personally a very smart innoiative)
One trailer featured a more classical style soundtrack from Molly Niman giving the film a pedigree, whilst the other soundtrack was more urban and featured around the hip hop style, rap etc-which didnt atually appear in the movie.
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