The Machine wins home entertainment campaign of the year at Screen Awards 2014

Red and Black Films, Content Films, Anchor Bay Entertainment, Shear Entertainment, East London Film Collective, ARPR and Incite are delighted to announce that their award-winning Sci-Fi Thriller The Machine now adds an award for its ground breaking self-distribution campaign. At last night’s prestigious Screen Awards, double nominee The Machine walked away with Home Entertainment Campaign of the Year of 2014.

The jury recognised the successful marketing mix of PR, promotion, social media and sales which saw The Machine hit number 2 on the iTunes chart on its opening weekend, combined with a strategy of festival screenings that saw the film win a string of awards including Best Film at Raindance, Best Film at BAFTA Cymru and a British Independent Film Award.

The Machine was also nominated for Premiere of the Year with its innovative robotics based event that secured a highly original and educational panel Q&A including a live Skype linkup to Japan with the World’s leading Robotics specialist Professor Hiroshi Ishiguro and his humanlike doppelganger ‘Geminoid Robot’, King’s College London Professor of Robotics, SFX and Chaired by New Scientist. High profile talent were also secured to promote the premiere, including two generations of Star Wars – Ewan McGregor and Denis Lawson which helped elevate the premiere event across national and Sci-Fi press. The campaign was funded by Ffilm Cymru Wales and Ruby Moon who both saw the opportunity of funding such a new type of campaign.

Directed by Caradog James, Produced by John Giwa-Amu and starring Toby Stephens, Caity Lotz, Denis Lawson, Sam Hazeldine and Pooneh Hajimohammadi, The Machine is a sci-fi thriller set in the near future with a global war looming. As top MOD scientist Vincent (Toby Stephens) is briefed with developing the ultimate killing machine, he creates the first fully conscious robot, but against orders he makes it in the image of his lost love, plunging him into a battle for his survival.

Director Caradog James and Producer John Giwa-Amu said: “We were honoured to have been nominated among such established and well known distributers. To win was wonderful and a real testament to the amazing team that worked on our campaign. What they lacked in resources they made up for in imagination, creativity, brilliant strategy and a sense of fun that really engaged our audience and helped drive word of mouth about our movie and generate commercial success far beyond our expectations.'

Hollie Richmond, Head of Marketing at Anchor Bay Entertainment said: “We are absolutely thrilled to have picked up this award, particularly in the face of such amazing competition. The campaign was a joy to work on, the creative stunning (a big thank you to Coffee & Cigarettes for such a great job). I'm sure I speak for all of Team Machine when I say we're all ecstatic and hugely proud of this title.”

Andrew Woodyatt director of East London Film Collective said "This award recognises a whole new distribution model for producers, where they can control every aspect of their films release, and chose the best suited agencies and creative talent. It's been a terrific experience working with such a brilliant team and on a great movie that was commercially engineered to meet the needs of a specific genre audience."

Alex Rowley, Director of ARPR said “We’re thrilled that the hard work from the team paid off. It’s exciting when so many elements of a campaign come together to help elevate a film to the next level, and we’re so happy the campaign has been recognised by the Screen Awards.”

THE MACHINE is currently available on DVD, Blu-ray, Netflix and iTunes.

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