It’s no mean feat to get an independent film made and released in cinemas. It’s hard work. Especially when you don’t have a five-figure budget and the only films that seem to really “make it” are the big budget, star-studded Hollywood blockbusters. This is why we came on board to launch new UK crime thriller, The Intent. Our job wasn’t just to help sell out cinema screens. We needed to promote a greater understanding and appreciation of independent film, and the work that goes into bringing topical stories and issues to the public via the big screen.
Written, produced and directed by two, very talented filmmakers Femi Oyeniran and Nicky ‘Slimting’ Walker, The Intent tells a true and chilling story of gang warfare and greed. Starring an array of incredible British actors including Dylan Duffus (1 Day and Line of Duty), Sarah Akokhia (Venus vs Mars, Hallows Eve) and Shone Romulus (Topboy), as well as some of the UK’s leading rappers including Scorcher, Krept and Konan and Fekky, the film hit nationwide cinema screens on July 29th and is accompanied by an equally thrilling soundtrack loaded with songs from Ghetts, Fekky, Ms Banks, Tanika and many more.
Working closely with Femi and Nicky, whom also star in the film, we created a campaign designed to generate a buzz around independent filmmaking and engage the film’s core target audience.
With an intense publicity drive, we secured 27 reviews of the film across national, film and mainstream consumer press.
“It’s a pulsating south London crime thriller that has confidence, energy and style”
Peter Bradshaw, The Guardian
We also arranged a number of interviews for the directors and cast with national, radio, TV, regional, print and online press, including BBC 1Xtra, BBC Radio West Midlands, London Live, Sky News, Evening Standard and NME. This all helped lead to The Intent selling out in cinema screens the day of release and reaching #3 on the iTunes film charts a couple of days later.
The success of the film signified an important game-change for the UK film industry as two young, talented BAME producers and directors achieved mainstream success without the support of a distributor, but through talent, focus and determination (and a robust publicity campaign).
To complement the campaign, we also secured a number of competitions and giveaways with the likes of Sky Cinema and HMV.
We also held a private press screening at the BFI and helped to organise a glitzy central London premiere before the film officially hit cinema screens, securing the attendance of key influencers and celebs in the urban music, TV and comedy scene. The night was a huge success and a testament to the entire team’s hard work.
It’s both an honour and pleasure for us to be part of such an amazing project, and to promote the great talent we have in the UK film industry.
We look forward to seeing what’s next on the horizon for all those involved, so watch this space. In the meantime check out the film via www.theintentfilm.co.uk
By Anoushka Awad, Senior Account Manager at Franklin Rae