HONEYTRAP CASE STUDY

Honeytrap is an independant film written, and directed by Rebecca Johnson, it was launched in 2013 and then released in October 2014. The urban drama as produced through Bright Pictures, Creativity Capital, and Finite Films.

The target audience for Honeytrap was primarily urban adults aged 25, who seek out critically well-reviewed films, and secondarily urban young people ages 15-25, of both sexes, who can relate to the story and cast.

Bright Pictures is a small production company founded in 2006, which produces and develops feature films with artistic, social and commercial value, with funding from the BFI, creative Europe and private investors.

Creativity Capital is a independent feature film post-production company. Through their own facility and partners’ funds they are able to provide loan investment to qualifying films and high-end television programmes. With its in-house experts and our consultants they help to structure and negotiate film finance deals to help producers to source and close finance, as well as secure the most lucrative film sales deals.

Finite films is another independent film production company for many platforms. They feature films for theatrical release and comedy/drama series for television.

Money:

Honeytrap was funded in many ways:

20k grant from the Walcot Foundation

£8,560 Raised independently.

The goal for the project was to be under 1million pounds, around £75,000, and their independent fundraising goal was £50,000, which was not met.

The director used a fundraising website called Kickstarter. This is where they uploaded a video pitch of their idea for the film, and asked for people to donate.

They fundraised by creating profiles on social media, which started to develop a fan base, as well as the crowdfunding promo was also sent to potential donors and the future audiences, which was then virally spread.

Marketing:

Along with traditional marketing posters, trailer, print advertisements, social media was the key of the marketing strategy. This occurred in 3 stages:

1.Fundraising

- Created a profile and started to develop a fan base.

- Crowdfunding promo sent to potential donors and future audience, then virally spread.

- The use of Cross media convergence was essential in the marketing of Honeytrap.

2. Production

- Dedicated film pages on Facebook, twitter and Tumblr.

- Cast, soundtrack artists and networks of young people post content from rehearsal, on-set etc.

- Continued as the film was sold to distributors.

3. Festivals/run up to release

- Recruited unit publicist/PR Company

- Issue-led features in broadsheets as well as reviews. Features and reviews in film industry trades.

- Target film and urban music blogs and magazines e.g. Grime daily and RWD.

- Engaged with networks focused on young people/womens' issues/ knife crime prevention.

- Links to TOP GIRL - more than 65,000 views and over 1000 views per week - with HONEYTRAP trailer.

- Used grassroots social networking to spread all of the above content.

- Looked at possible promotions with apps such as WhatsApp, Blackberry Messenger, and other free message and networking services used by young people.

Where was it released and in what cinemas?

It was released October 17th 2014 8:45PM at Ritzy Cinema, Screen 2, for its first ever screening. As the film is set in Brixton London, the first ever screening was in Brixton's own cinema, this is good for the locals to go and see and support.

The second showing was released on October 18th 2014 at 3:15PM in the Vue West End Cinema, Screen 7, which is also local for those in the cast as it is also in London. Both showings were in 2D in HD format.

#FILMINDURSTRY