Shifty

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

The rules of the microwave scheme were that the film had to be in 18 days with a budget of less than £100,000. "Shifty" opened in 51 small independent cinemas such as the Curzon chain and on its opening weekend took £61,000. The final box office takings were £143,000. Most of the films profits came from DVD and television sales.

"Shifty" was distributed by Metrodome. £50,00 was spent on making celluloid prints of the film, administration and advertising. The intention was to attract two different audiences. The first audience was the middle class audience that regularly sees small independent films at independent cinemas. They also wanted to attract a new, younger urban audience. This audience had made "Kidulthood" and "Adulthood"

In order to target to 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.

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.

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.

Example of an Article commenting about Shifty's controversial e-mails

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 Ahmed – a musician who starred in the film.

"Shifty" is a thriller with a slow build. There are 3 interwoven threads in the story. Chris (played by Daniel Mays) is a young man in his 20s returning home to visit his best friend who has not seen for years, this sets up the enigma of : Why did Chris leave his home for years? The audience would suspect that something awful must have happened but we are unsure of what it is.

   

The audience quickly learns that Shifty has become a drug dealer. As he completes his 'round' the film manages to successfully create an accurate picture of urban life.The second thread to the story concerns Trevor who is a drug addict and now is desperate to get some cocaine. The audience now becomes involved in Trevor's desperate search for drugs as it becomes more desperate

The third and most important plot involves Shifty beign placed in danger by Glen who lies and claims Shifty is short changing his supplier. Shifty now fears for his safety and the film builds toward a climax of tension. The final resolution to the film manages to take the audience by surprise.

         

I think that Shifty is a very effective thriller. The thing I liked most about it is how, unlike most thrillers, this film managed to have a realistic and life-like feel to it whilst also managing to entertain an widely ranged audience. My favourite part of the film was the final scene as it managed to throw me off as I was expecting an intense shoot out involving Shift like you would get in a typical thriller. However this film managed to trick me because the film had a slow and more realistic ending where Shifty does not save the day and this is what makes the film unique.