Honey Trap case study

http://www.imdb.com/title/tt3159818/

HONEYTRAP INSPIRATION: http://www.theguardian.com/uk/2009/sep/04/shakilus-townsend-honeytrap-murder-sentence

EXTENDED TRAILER: http://www.youtube.com/watch?v=hHfCeClJEFI

Set in Brixton, London, Honeytrap tells the story of fifteen year-old Layla who gets sucked into gang activity and sets up the boy who's in love with her to be killed.

HONEYTRAP was awarded development funding from the UK Film Council (now BFI).

Director: Rebecca Johnson

Writer: Rebecca Johnson

Launched: 2013

Release Date: 17th October 2014

Running Time: 93 mins

Filming Locations: Brixton, London, England

Producer(s):

Stephanie Charmail    Line Producer
Esther Douglash         Executive producer
Patrick Fischer            Executive Producer
Amy Gradner              Producer
Roger Goldby             Executive Producer
Laurie Holden             Executive Producer
Paul Joseph                Associate Producer
Sarah Sullick               Producer
Will Wood                    Executive Producer

Production Design: Ana Viana

Editor: John Dwelly

Genre: Urban Drama


Studio: www.brightpictures.co.uk

Stars: 

Jessica Sula  ~ Layla

Lucien Laviscount (Waterloo Road) ~ Troy

Ntonga Mwanza ~ Shaun

Naomi Ryan ~ Shiree

Danielle Vitalis (Youngers) ~ Tonisha

Lauren Johns ~ Jade

Tosin Cole ~ Andre

Savannah Gordon- Liburd ~ Laetita

Modupe Adeyeye (Hollyoaks) ~ Ciara

Lucien Laviscount

Jessica Sula

Naomi Ryan

Ntonga Mwanza

Lauren Johns

Savannah Gordon Liburd

Danielle Vitalis

Tosin Cole

Modupe Adeyeye

Cinematography: Annemarie Vercoe

Film Editing: John Dwelly

Casting: Amanda Tabak

Production Companies

• Bright Pictures
• Creativity Capital (in association with)
• Finite Films

Other Companies

• 999 24/7 (police vehicles and uniformed supporting artistes)
• Candid Casting (casting)
• Creativity Media (post-production)

Money:

•  Under £1,000,000 (production budget)
•  £20k grant from the Walcot Foundation.
• £50,000 (Goal)
• £8,560 (Raised) - 17% of the goal

Target Audience:

• Urban adults (25+), who seek out critically well-reviewed films
• Urban young people (15-25), both sexes, who relate to story and cast and listen to 

soundtrack artists

Technology used to make the film

Marketing

Along with traditional marketing: posters, trailer, print ads, etc., 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


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

•  Link 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 
WhatsApp, Blackberry Messenger 
and other free message and 
networking services used heavily by 
young people.

TIMELINE 2013-14

SPRING 2013 – CASTING & WORKSHOPS

SUMMER 2013 – PREP & PRODUCTION

AUTUMN 2013 – POST PRODUCTION

EARLY 2014 – BRIXTON CAST & CREW 

All funders were invited 


Where was it released and in what cinemas?


Oct 17, 2014 8:45 PM
Ritzy Cinema, Screen 2

Oct 18, 2014 3:15 PM

Vue West End Cinema, Screen 7

What formats was it available in? (digital/ 3D)

• The film is available in 2D.
• HD Format

Synergy (Products/ Merch)

Cross media convergence

Technological convergence