What kind of challenges does a film like Shifty present in marketing terms?
Jezz: I think really that the marketing challenge for us is telling people like yourselves and people who we think would be interested in the film that it's coming and it's out there and we have to do it in such a way that you feel you can make an informed opinion.
But it can be a struggle for a small company because we can't spend the level of money that a big studio Hollywood blockbuster would spend so we have to try and be a bit more clever about how we do things and I think we have to be sure that when we speak to people like yourselves or to the target market that we're doing it in such a way that you feel that the tone and the voice in which we're speaking to you is right and represents the film.
That we're not trying to fool you into thinking it's a different kind of film but that we're just able to explore the subject matter of the film. So to do that we'd use a mixture of TV. We're doing ads on things like pirate radio. We're doing fly-posting. We've got posters going up. The poster of the film is really designed to be just very eye-catching and very simple but really we always said the poster needs to be quite exhibitionist.
A showing-off poster - just so it's big and loud and yellow - but we also need to be able to give you an idea of what the subject matter of the film is without spelling out that it's about drug dealing.