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BTI: It's All Gone Pete Tong
"It's All Gone Pete Tong" is a biopic based on legendary DJ Frankie Wilde. It is a hilarious, wild and original look at an extraordinary life. What is behind this idea?
 DJ Frankie Wilde: "It's all gone Pete Tong" is a British expression meaning, basically, "it's all gone wrong". Creative team: Albert Lai, Richard Matson - Matson Films.  Campaign: The promotional campaign consisted of traditional advertising mediums but executed in non-traditional fashion (TV spots, newspaper and magazine print ads, wild posting, promotional parties in NYC/LA/SF/Miami, dozens of Internet sites, online blogging, creation of original content, etc.) Because of the biopic theme and the need to educate the potential audience (many Americans are not familiar with dance music let alone the Ibiza culture of partying all day and night, booze, drugs), the advertising was positioned as storytelling. Idea: The film is a biopic based on the life of legendary DJ Frankie Wilde. Everything about Frankie's life was over the top: the clubs, the parties, the women, the drugs. But the years of pounding music and heavy toxins took their toll, eventually leaving Frankie stone deaf. The film tells the story of Frankie's fall and his eventual redemption and discovery of a new way of life. From a holistic view, the film is a simple story of a man losing his sense of identify and self and being forced to redefine what makes him happy. But, the story is wrapped in (for American audiences) an unconventional context: a DJ in the party/dance culture of Ibiza who goes deaf.  Where: After screening the film in Toronto, we immediately agreed that the key to bringing this film to a wider audience (beyond the hipster/music crowd of metropolitan cities) would be to change the traditional advertising message (which is commonly informational) into one that gave context not only to the life of Frankie Wilde but all the people associated with him: his agent, his record label, his Austrian peers, his nemesis (the Coke Badger). Satisfied: Yes. The reaction to the film at festivals and screenings has been extremely positive, and the context and ancillary content that is available (about Frankie, Ibiza, etc.) have given people a richer experience before, during, and after viewing the film in the theater.  Comment: Thanks for the opportunity to explain the story of "It's All Gone Pete Tong", Matson Films' first acquisition. The film opens in New York April 15 and goes nationwide in May 2005. |
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posted by BlogFonk: Wednesday, April 13, 2005 [#]