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The three production companies that were involved in making Shifty were:
J || Films
J |etween The Eyes
J Film London
The budget used was an estimated of £100,000
The budget is impacted due to the fact that two out of three of the
producers are independent companies and as they are not as well known
as film4 who usually have the budget of £500,000 per film they cannot
access the same type of funds; though this was not a disadvantage, but
having a low budget, they were able to use low cost props for the Mise-en-
scene and the natural surroundings available.
º|etween the eyes͛ also created
º oodbye Mr Snuggles͛ which had
the estimated budget of £8,000
which shows how the company
didn͛t have full access to a large
capital; ºFilm London͛ also produced
another film with a budget of £8,000
called º in & Dry͛

  
There are only two distributors for ºShifty͛ which are:
J ºMetrodome Distribution͛
J ºSony Pictures Home Entertainment͛
Metrodome distributed within the UK and Sony Pictures
distributed in Australia but only on DVD. If the film was
distributed in more countries the viewing base would have
been much larger, however due to the controversial story
line, it was held back. ºShifty͛ was distributed in the UK
because that͛s where their target niche audience is and
can also relate to Australian audiences because of the
slight similarity of culture.
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Shifty uses new media technology regarding the Home Exhibition

such as Amazon, which sells the DVD as well as the sound track.
There are both negative and positive impacts on the gross profit;
one of the disadvantages with using Amazon instead of selling
sound tracks on D͛s from the film is that there is a higher chance
of fraud and once the track has been sold, people can upload the
song to illegal sites such as LimeWire and Warrez||. However the
advantage is that there is easier access to purchasing the music
and a greater chance of word of mouth, i.e. Viewers sharing the
music on social networking sites such as ºFacebook͛.

The DVD is also sold on Amazon, the target niche audience once
again have an easy access to obtaining the DVD however, viewers
tend to use streaming sites such as º
ouTube͛ or other illegal
streaming sources as there would be no point in buying the film if
you can view it for free.
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Age: The age for the target audience is of teenagers ranging from 16 upwards, this is
due to the type of conventions used such as drugs, violence which most youth find
intriguing and informing as they see the outcome of drug abuse and how life after
A-levels can change drastically.
ender: The appeal is mainly for men, it is typically not a film women would enjoy, the
violence, drug abuse and themes surrounding fatherhood, brotherhood, and the
friendship of a male best friend.
Location: The suburban area in Hertfordshire used for the location appeals to the
niche audience aimed for because it is depicts the mundane lifestyle of the people
living there and refers to Manchester as a ͞New Start͟ which adds to the |ritish
social realism allowing people to relate easily.
Ethnicity: ºShifty͛ can appeal to any race, but it would have more impact on people
with aucasian or Asian ethic backgrounds due to the main characters; black
people may also see an appeal but less likely due to the fact that the only black
people in the film were the antagonists.
Interests: People who enjoy watching violence and drug abuse would find appeal.
Social lass: People living in working class or under class conditions would be able to
relate to the hardships of daily life depicted in the film.
 


J According to the Exitpoll data, 37% of the audience watched
the film due to ͞the reviews͟, this indicates that the reviews
may not have all been positive but still sparked an interest in
some readers and it shows that reviews have an impact on
potential viewers who may be interested with in the film.
The people who allow themselves to be affected by reviews
and base their opinion along the same lines as other people
shows that part of the niche audience for ºShifty͛ were
passive and did not think actively to form their own opinion,
these people most likely viewed the film for a diversion or
entertainment purposes .
J 35% of people watched ºShifty͛ ͞because of the genre͟ which
could be the result of eight more men having viewed the film
and it being a film targeted at men. Though the film was
aimed at men, both genres can use the film as a source of
information and surveillance.
 


J The film was based on a true story and only 9% of people viewed the film
on this basis; The few people that saw the film because it was based on
realism, did so because it possibly reflected their own lives and gave them
a sense of personal identity. most people are used to the types of stories
which are shown in ºShifty͛ therefore not many people would have an
interest in something they have already experience or witnessed
themselves.
J Another 35% of people viewed the film because ͞the story appealed to͟
them. The 35% may live around that type of surrounding but may not be
involved within it and are interested in seeing how that part of society live.
Once again the film was viewed for informational purposes and for a sense
of personal identity.
J Some viewers watch of entertainment purposes and this involves knowing
the production world behind the film. 24% of the viewers watched the film
for ͞the cast͟. There were many talented and well known |ritish actors
such as Riz Ahmed, who is famous for ºfour lions͛ and ºThe Road to
uantanamo͛ and Nitin anatra who is also famous for his role as Masood
Ahmed in Eastenders (and his other smaller roles in bigger Hollywood
productions).
[





IMD| source: Opening weekend $90,658 26
April 2009 and was shown in 51 screens
UK Film ouncil: The weekend gross was £145
and it was screened in one cinema and the
total gross to date is £147,107
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J There is the use of synergy through advertising products
such as beer and a Sony camcorder which is relevant due
to the distributor of the film being Sony entertainment.
They promote other independent productions such as
24Hour Party people by having a poster in the mise-en-
scene of a scene.
J The viral marketing was created through word of mouth, it
shared through social networking using Facebook,
MySpace and Hi5, three of the leading social network sites.
Trailers, TV , pirate radio advertising and press created a
buzz between people leading to further exposure to
audiences in |ritain, though they couldn͛t spend large
amounts of money, they were able to generate word of
mouth.
 u 

 
J The microwave fund used for shifty was of a really
low budget and despite this they were able to market
the film through advertisement as they had the help
of the || to spread the word.
J New media technology has impacted on the way we
live our lives, and by using these sources of
technological developments Shifty was able to gain
some recognition.
J Eye catching Posters which were bold and bright were
used in the marketing, the simplicity made it
interesting without giving away the story line of the
film.