Shifty-An Independant British

                                                                     Shifty 

"Shifty is a British film 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 film makers with a platform to make small independent film.

The rules of the microwave scheme were that the film had to be made in 18 days and with a budget of £100,000, it was the second Microwave film to be released. 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 and most of the film's profits came from DVD and television sales.

Shifty was distributed Metrodome. £50,000 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 the independent cinemas. In addition they wanted to attract new, younger, urban audience. The audience had made "Kidulthood" and "Adulthood" profitable. In order to target both audiences, Metrodome produces different trailers. Interestedly the trailer targeting the youth audience, had a soundtrack of hip hop music but there was no soundtrack in the actual film.

In addition Metrodome ran adverts on pirate radio stations, used to Fly Posters (these are illegal posters that were 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 on Youtube and a website was created and prompted 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.

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 that builds slowly. There are three interwoven threads to the story.  Chris (Daniel Mays), a young man in his twenties returns home to visit a best friend he has not seen for years. An enigma is set up. Why did Chris leave? We suspect something awful happened but are not sure.

We quickly learn that Shifty has become a drug dealer. As he completes his ‘round’ the film creates a realistic picture of urban life. A second thread to the story concerns Trevor who is a drug addict and desperate for drugs. The audience become involved in his desperate search for drugs which becomes ever more desperate.

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

The Trailer: