How and why did Vertigo

Films exploit technology

in the production,

marketing and

distribution of ‘Monsters’?BY ELEN AGGER

Production

‘Monsters’ was directed by Gareth Edwards and was released in 2010 by

the British company Vertigo Films.

The whole film was shot entirely in HD which made the overall picture

quality have greater resolution and look more professional.

The camera equipment which Gareth Edwards used to shoot the film on

was very compact. This was a benefit as it was easily portable.

Even though the cameras are a lot smaller they still give the cinematic film

quality.

They’re also not very expensive so is perfect for film directors with a tiny

budget.

Production

Digital prints also mean that films can be released around the

world at the same time rather than the old way where you would

have to wait for the film to be released in America before the other

prints could be shipped around the world.

Marketing

Technology became a big part in ‘Monsters’ marketing.

The film used a viral online marketing campaign to coincide with it’s UK

cinema release.

As part of the campaign the target audience were encouraged to get

involved so the campaign ‘infected’ 5 of each cinema chain’s major city

locations.

The audience would then be contacted to fine these ‘infected zones’ e.g.

shops, bars and restaurants and they would then scan the code in the

location to gain access to exclusive prizes and discounts on cinema

tickets.

Marketing

Overall this campaign moderately worked as a type of marketing for the

film.

Vertigo Films also used the ‘Monsters’ website for online marketing.

The website included downloads, movie clips and promo material that

could be transferred to portable devices e.g. mobile phones.

It also featured social network sites as well as links to buy the film on DVD or

Blu-ray.

The website didn’t just promote ‘Monsters’ it also included links to other

films which that target audience might be interested in, such as the

monster movie ‘The Host’.

Distribution

When ‘Monsters’ was released into cinemas it was available to watch online and on Film on the same day as it’s cinema release.

This is beneficial as it means that the company is making a lot more money and all at once.

The UK website features similar promo material, downloads and links the American website however it does have links for free tickets to for the BAFTA members at various cinemas in the UK and also discounted tickets which are part of the viral campaign.

By using new technologies to market and promote the film meant that the whole distribution process was sped up and a lot more money was being made.

It was obvious to see that these different ideas worked as it cost Gareth Edwards $500,000 to make and to date it had made $4 million worldwide.