Shifty

Shifty

Shifty, a young crack cocaine dealer in London, sees his life quickly spiral out of control when his best friend returns home. Stalked by a customer desperate to score at all costs, and with his family about to turn their back on him for good, Shifty must out-run and out-smart a rival drug dealer, intent on setting him up for a big fall. As his long time friend Chris, confronts the dark past he left behind him, Shifty is forced to face up to the violent future he's hurtling towards.

Microwave scheme 

Shifty was made in 2008 under the microwave scheme. The microwave scheme was set up to widen participation and access for young, London based filmmakers. The scheme offers support for films to be made in 18 days and with less of a budget than £100,000. 

Box Office

The film was directed by Evan Creevey and was released on 24th of April 2009. On the opening weekend the film received £61,000 and the final box office eventually £143,000.

Marketing

The marketing of the film was helped with the idea of cross media convergence, there were Posters, it was on the radio, they had a website for the film, they used social media to advertise their film as well as the idea of using email to advertise their film. They also used the idea of music on the film thanks to people being able to download the mp3s, able to by the music soundtracks on CDs and finally being able to access the music video on youtube.

Shifty movie poster.