Indie Film Marketing Research

For my research I chose to look at the documentary film 'Amy'. 'Amy' was produced by 'On the Corner Films' and was distributed by 'Altitude Film Distribution'. The documentary film was released in 2015 and was aimed at her life and the tragic ending to it.

The marketing was organised by a lady called Lia Devlin who made sure that every route they took positioned the film as a mainstream event rather than a niche film release. This included a teaser campaign which made headlines around the world to a publicity campaign managed by the agency 'Organic'.

The official poster designed by a company called 'Wonderland' won best poster campaign three times in a row as well as the documentary campaign and the trailer. The trailer was made up of clips from the film which consisted of Amy talking about how she felt about depression and her fame which is one of the main reasons head of Altitude Film Distribution, Hamish Moseley thinks it was such a big hit in the box office. Since the film has been released, it has reached a worldwide hit of $8,390,554.