What was the distribution process like with Shifty?
Eran: We were in a very lucky position that obviously lots of films that find distribution in England - like lots of low budget films that are on the same kind of budget as Shifty or maybe even more so than Shifty - but we had the amazing opportunity that when we first screened the film, I think there were four or five distribution companies that wanted to buy Shifty - you know wanted to market the film.
One thing about Metrodome, when I talked to them, was that they seemed to be the most creative. There and then they came up with cool marketing ways. They were going to push Shifty forward and I think it was Jezz, who is one of the main marketing guys at Metrodome, he just came up with some very cool ideas. The way he saw Shifty going forward, the way they saw the trailer being cut. Because even though Shifty is art house cinema to a degree, its also got quite commercial sensibilities in that it's an optimistic film.
We didn't want to go down that typical art house route and have a really independent style poster. I don't know if you've seen the Shifty poster but we wanted it to be a lot more poppy and in your face. Its got a very bright yellow poster in the way that Kill Bill has. One of the reasons I made the film is I wanted the film not to feel dour because I love films like Nil By Mouth.
But, I think you go to see Shifty and its got a much more optimistic feel. So we wanted to get that across in marketing and in the poster. We also didn't want to kid people and say ‘This is like Adulthood or Kidulthood or Trainspotting' because it's not. It wears its heart on its sleeve and it's very much a film about two friends and their friendship.
Rory: Metrodome were one of the distributors that were interested. We met them and their whole team presented to us and said ‘We like the movie and this is the way we'd like to put it out' and of all the people we met they were really ambitious about how they wanted to release it nationwide and in lots of screens.
The other distributors thought it's a small film we'll have a small release and see how it goes but Metrodome liked it so much they said ‘We're just going to get it out there. We're going to put lots of money into advertising it. They had some great ideas and we were really excited about that so we agreed to go with them which was great.
Working with them, they're in charge of all the advertising, so they sort out interviews (like this one we're doing now). They put up the posters. They do the trailers. It's an interesting relationship because they're in charge of that and if they wanted to just take it away from us and do that how they wanted, we wouldn't necessarily have a say in that but it's also in their interest to work closely with us.
Luckily it's been a very good relationship where they consult us on things and we all come in and talk about the poster and layout and the impression giving. It's difficult to know when you're in an office how it's going to look when it's massive on the tube with lots of people walking past it. But its been a good relationship and we go and look at everything and then we all agree and then hopefully the trailer and the poster look good and we're very happy with them.