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A Dog's Breakfast and Long Tail Marketing

artshub.co.uk — Actor and now independent film maker, David Hewlett discusses how he's using the Internet and Long Tail (niche) marketing for his film, "A Dog's Breakfast." Creating a movie website to foster a sense of community, recruiting fans in his marketing effort, posting clips on YouTube, are strategies Hewlett is using to gain public awareness for his film

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  • Angelicalangie, on 10/12/2007, -0/+0Having actually seen this film I have to say it is actually better than most Hollywood fare. Having been one of the web crashing 'squirrels' I have to say that not only is the use of new media refreshing, but the fact that Mr. Hewlett has managed to make those typically viewed as outside the process and make them an integral part is actually rather nice. Suddenly the audience feels far and away more valued, than as mere money machines.
  • McShepLover, on 10/12/2007, -0/+1Great article! David and Jane are doing great work and the fans appreciate their effort.
  • saurius, on 10/12/2007, -0/+1This article was wonderful. I definitely haven't felt taken advantage of for helping to promote the movie. It's been a really fun experience and has made me feel like I'm a part of something big! :) I can't wait to see where this goes.
  • Haliyah, on 10/12/2007, -0/+0What a fantastic article! Heh, I love being a Squirrel Minion! No fear, David!
  • Netty, on 10/12/2007, -0/+1This was a great article...very long lol but worth it!
  • zwild1, on 10/12/2007, -0/+1This was a great article. It really shows how there is stength in numbers!
  • Squonk, on 10/12/2007, -0/+1GREAT article! And having now seen the movie and met the man himself, i can say GREAT film and GREAT guy too! And made all the more special because we feel we have contributed in some small way to the whole process.





  • zerocool79, on 10/12/2007, -0/+1I have seen the movie and I can honestly say that it exceeded my expectations and didn't disappoint . I think he has a very unique directing style which I believe will serve him well in the future. A well written and well thought out screenplay too I cant wait for it to be seen by all!
  • meljbuck, on 10/12/2007, -0/+1Fantastic movie. Refreshing and the first decent thing my husband and I have been to see at the cinema in years. Well done David and Jane for a brilliant independent film, and for arranging the London screenings (especially Jane), and for not giving up on this project.
  • alison974, on 10/12/2007, -0/+1Hey guys... this article was great... lots of bits of interesting info, and big thanks to David for making it for us.

    hehehee Squirrel Minions!!!
  • Sweeneybird, on 10/12/2007, -0/+1Very interesting - I particularly enjoyed reading about Mr. Hewlett's enthusiastic fannish yet business-like approach to movie-making. I haven't seen the film yet, but look forward to it based on the YouTube clips. Ms. Paech did a nice job with this article.
  • KDJ999, on 10/12/2007, -0/+1Yet another great article on ADB. It completely encapsulates what being a squirrel is all about- promoting the film, developing a community and enjoying ourselves along the way.

    I've seen the film twice now, and even without my Stargate fan hat on, I can say I was highly impressed. The comic timing is genius, nothing about the storyline is predictable and it's funny enough to laugh at just as much the second time round.

    David's fans aren't stupid, we can be an intelligent bunch when we think on it. We wouldn't spend our time helping (in our various ways) to promote the film if we didn't have faith that we were promoting a decent and worth while product. Those of us lucky enough to have seen it know that our faith was well placed. If you get the chance to see the movie, go see it. It'll make you laugh, it'll make your day. Hey, it may even be the funniest film you've ever seen, but you won't know that until you've watched it. Like the article says, some people out there haven't even heard of Stargate (I know,*gasp*it's true). But that doesn't matter, all you need are a couple of free hours and a sense of humour. You never know you may like it so much you find yourself drawn into the world of the squirrel minions. Fresh nuts are always welcome!
  • tmac72, on 10/12/2007, -0/+1That is a great article. As a fan, I have enjoyed helping to promote the movie any way that I could. I am looking forward to the day that I have a chance to actually see the film.
    Nice work everyone.
  • fangdori, on 10/12/2007, -0/+0Having seen the film (and travelled 400 miles for the privilege) I have to say that anyone who doesn't like this film is seriously missing out. It was witty, clever, and had my friend and me laughing all of the way through. As a member of the squirrel collective, I'm proud of all we have achieved in promoting this film, and I wholeheartedly look forward to the DVD release. To anyone who hasn't seen it yet, it's well worth the money.
  • kjsammy, on 10/12/2007, -0/+0great article! have also seen this film first hand, helping in crashing the website for 40 minutes!
    Thanks so much to David and Jane for bringing it to London for us, as its such a fantastic film. To anyone who hasnt seen it yet, you must go and watch it. It is pure david genius! having the entire screening laughing through most of the film. Definately a member of david's squirrel minions and cant wait for the dvd release, its definately a film i want to see again, and recommend it to everyone!
  • abharding, on 10/12/2007, -0/+0Very nice article. And a good way to talk about getting help from fans and the general public - and that word of mouth really can help.

    And now I have seen the film I can say that I would recommend it to several of my friends and family - most of whom don't know the first thing about Stargate. It not the best movie I saw, but it a good one. There is no swearing (and there are people for whom that would a big plus) and no gratuitous violence. There was a good story and some good laughs.
  • meljbuck, on 10/12/2007, -0/+0The film is amazing, uncomplicated, no special effects just good old fashioned writing. Oh and a Dog! acting and timing that is off the scale.

    But the most amazing thing was talking to Jane about marketing ADB. Basically without them pushing, asking the help of their fan base and using every Internet tool available then A Dogs Breakfast would never be heard about. Before the Internet it is doubtful that such a movie would have ever seen the light of day but by using it to their advantage and by being persistent a fantastic independent film (Kibble Productions!!) made it to an LA Screening and now a London Screening. MGM have now picked up the film but as yet how it is to be released is still being talked about. With the help of the Internet hopefully David and Jane can persuade MGM to go for a cinema release of sorts before going to DVD. Although most fans will be happy with the straight to DVD option this film deserves to be seen on a big screen with a room full of people enjoying it. In fact the soul of the film will come across all the better for it. Now we wait and see if the Dogs Breakfast can continue to wag it's way across the net.
  • ladyc3, on 10/12/2007, -0/+0Great Article! I am with Angelicalangie on this. As a squirrel and having seen A Dog's Breakfast movie at the LA Screening I was thrilled with finally seeing a movie that made me laugh without insulting people and that MGM took David on. I hope the rest of Hollywood will take heed and pay attention to what David, Jane and their merry band of squirrels are doing with this movie.

  • Rebeccasaurus, on 10/12/2007, -0/+0Fab article, just makes me want to see it even more!
  • runtotorun, on 10/12/2007, -0/+0Excellent article! I don't know how likely it is that the film will be available in theaters near me, but I will difinitely be there when the DVD goes on sale!
  • mangst, on 10/12/2007, -0/+0I liked this article it was both entertaining and informative. I have not yet seen the movie but hope to soon, either in a screening or when the DVD is released. What I am liking best about the way the movie is being marketed is the feeling of community and being a part of the whole process. I don't feel like I'm being used at all, but more like I'm being appreciated as a fan like I never have before. It's very exciting. This fan interactive approach to movie marketing may well be the future of the business. I thank David for giving us the opportunity to help, and for trusting us enough to let us.
  • teknikal, on 10/12/2007, -0/+0having seen the film twice and proud to be part of the adb website family,i can honestly say this is one of the best movies i have ever seen...stargate fan...non stargate/sci-fi..itll be loved the world over!!

    rock on ADB!!!...rock on!!!
  • K9DB, on 10/12/2007, -0/+0I wasn't planning on signing up here, I'm getting totally Internet befuddled already, but this is definitely worth a digg!! Another squirrel minion reporting! :)
  • zoelol, on 10/12/2007, -0/+0I didn't realize this article had been submitted to digg.com - I saw it several days ago and thought it was a great one! Having seen A Dog's Breakfast, I can say that if it weren't an enjoyable movie on its own, people wouldn't be nearly as eager to promote it as they are, myself included. The response to this movie is a bit overwhelming, and I really hope it does well upon release! Hewlett&Loughman certainly have earned it with their hard work and creativity.
  • nlgatefan, on 10/12/2007, -0/+0I too agree with angelicalangie, especially about the audience feeling valued, rather than being thought of as money machines. Reading the article, I was struck by David's comment ("You find your audience, you find out what they’re interested in, then you create product for that audience."). I just wish that more people would adopt this philosophy, and this friendlier means of marketing as well! Corporate types, take note! Scrap the endless bombardment with obnoxious commercials -- adopt the Hewlett-Loughman Marekting Model! Let "real people" and today's technology do your advertising!

    Although I've not had the opportunity to see the movie yet, I have followed its progress online, watched the YouTube clips, and read all the great reviews from you lucky folks who've already seen it. Now I want to see this fine, funny movie for myself (and if it involves a chance to chat with David and Jane, so much the better!)!
  • nakedwesley, on 10/12/2007, -0/+0Interesting article! David Hewlett is a smart man who knows his target audience. I admire his 'can do' attitude and the fact he's not above interacting with the fans. His movie gets a much needed boost and we fans get to feel like we're part of the process; like it's our movie too. Plus, having seen the movie, I can honestly say it's very clever and loads of fun!
  • descended, on 10/12/2007, -0/+0Like teknikal, I've been lucky enough to see the film twice (back to back screenings in London earlier this month and I won't go on about the horror of the website crashing when trying to book the tickets) and am proud to be part of the website family/squirrel minion-hood. Believe it or not, but I laughed even more the second around as I picked up loads of little bits I originally missed. David and Jane are lovely people, they made sure to make time to talk to those of us attending the screening by holding a Q&A session after the screening which was mega fun.

    I even dragged one of my best friends to the second screening and she's not a fan of Stargate Atlantis (big gasp) or of David Hewlett (even bigger gasp). She loved the film, though. :D

    I'm patiently (I am, honest!) waiting for the film to be released on DVD - or however it's decided to release it to the eager masses. *bounce bounce bounce bounce bounce bounce bounce*
  • icarusancalion, on 10/12/2007, -0/+0Another squirrel minion here. I was iffy about the idea of A Dog's Breakfast at first. Usually when the writer is also the director and the star, it's a vanity project, and an impending disaster. However, the tongue-in-cheek "Starcrossed" and Kate Hewlett's comic timing on the YouTube clips won me over.

    The truth is, this isn't David Hewlett's first independent film. I loved Cube, Nothing, Elevated, which were made in much the same way. Relatively small projects with David and his friends. This is David's first time behind the camera instead of in front of it.
  • GWoman, on 10/12/2007, -0/+0LOVE this article. Actually submitted the version on Arts Hub Australia for digging before I realised this was here. Oops! (oh well, never too much of a good thing, right?). David's 'smarts' and his craft seem to be intrinsically connected and I thought better than anything else I've read on him, this article did an amazing job of illustrating that. Also really agree with the earlier comment about involving audience in the process - a respect that is really rare, and very rewarding for all concerned. I haven't seen ADB yet (I'm in Australia), but hopefully the production team will make it here for a festival or screening or three. Thanks for the story, and thanks to David and Jane for the subject matter!!
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