Metrodome spent £50,000 promoting the film "Shifty" through different means to attract two audiences: independent cinema-goers and a younger urban audience interested in films like "Kidulthood" and "Adulthood". They produced different trailers with and without hip hop music, advertised on pirate radio stations, distributed illegal fly posters and business cards depicting the main character as a drug dealer, and sent viral emails that were later banned but generated publicity. The film tells an interwoven story of a man returning home after years away and putting the main character "Shifty" in danger from lies told by another character, building to a surprising climax and resolution.

4. “Shifty” was distributed by 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 independent cinemas. In
addition, they wanted to attract a new,
younger urban audience. This audience had
made “Kidulthood” and “Adulthood” profitable.

5. In order to target both audiences, Metrodome produced different trailers. Interestingly
the trailer targeting the youth audience had a soundtrack of ‘hip hop’ music. However,
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 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.

6. The plot of 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.
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
towards a climax of tension. The final
resolution to the film takes the
audience by surprise.