I'm the producer ofThe Fitzroy, an independent, live action, feature film; a black comedy set in a post-apocalyptic 1950’s Margate. The world is covered in a poisonous gas and the Fitzroy Hotel (a beached submarine) is the last place for a traditional holiday.
The hotel is sent into chaos when one of the guests murders the hotel’s owner. It is left to Bernard, The Fitzroy’s hapless bellboy, to keep the hotel from falling apart as he struggles to hide the murders from the other guests and the ever-suspicious authorities.
In March 2015 the film won two awards at SXSW film festival in title design (Jury Prize and Audience Award). In doing so, it beat heavy weight hits such as 22 Jump Street, Captain America and Godzilla. The title sequence can be seen below.
Target was to raise £60,000 through the crowd-funding platform Kickstarter, on the newly launched UK platform in November 2012.
I produced and managed the campaign in my free time (evenings and weekends). I joined the project in May 2012 and spent the next 6 months researching and developing the campaign strategy. The director Andrew Harmer worked closely with the fellow producer Liam Garvo and me on fronting and promoting the film.
I managed the social marketing strategy across all our various channels including, Facebook, Twitter, LinkedIn and our existing fan base – by the time we launched we had thousands of followers and fans signed up to our newsletter. I reached out to recognised film bloggers and journalists, providing them with in depth press kits about us and the film to write articles about the Kickstarter campaign.
The campaign was 45 days in length and tightly planned and organised throughout, through social media and real life activities. We were constantly creating rich content to engage supporters and were keen to evolve and adapt the campaign where necessary if we didn’t get the right level of user engagement or felt a different strategy would work better. The end result was a successful campaign, raising 120% of our target - a total of £72,171. In doing so, the project raised the most money for a strictly British film from a crowd-funding platform.
If you're interested in finding out more about my thoughts and tips on crowd funding, read my blog on the top 5 most common mistakes made by film crowd funding projects.