The release date for the gangsta tale Shottas has once again been pushed back. Originally scheduled to be released in September, executives at Sony/Screen Gems have reportedly made the decision to change the date to early November for promotional reasons. This is the third proposed date for the US cinema release of the 2002 urban drama.
Written, directed and produced in 2001 by Jamaican-born film-maker Cess Silvera, Shottas has acquired the reputation of a cult classic since it was first screened. It's known around the world as the biggest movie to have never been released, having been bootlegged shortly after screening.A check on the MySpace page created for Shottas showed a high degree of interest, with some fans even sporting custom-made Shottas posters in support of the film.
A representative for the producers said that when Sony executives became aware of the interest and the support that existed for Shottas, the decision was made to push the film's release date back, and increase promotion.
The official Shottas MySpace page includes the approved movie trailer that will hit theatres in the coming week.
In an apparent guerilla marketing campaign, MySpacers can also add the Shottas background to their pages, while the trailer comes equipped with an embedded code to be added to web or MySpace pages. The blog will contain information regarding television appearances by members of the cast, and various contests.
The stars of the film are also gearing up for heavy promotion on television, radio, and all available media. Shottas stars Ky-Mani Marley, Spragga Benz, Paul Campbell, Louie Rankin', Wyclef Jean, Assassin, and Jabba.
According to writer-director Silvera, "we need everyone's support for Shottas' silver screen debut to be a success".
Distributed by Sony/Screen Gems, Shottas will debut in select theatres in Los Angeles, New York, Washington DC, Philadelphia, Miami, Boston, Oakland, Detroit, Chicago and Atlanta. Box office sales from the opening weekend, Silvera said, will determine whether or not the film becomes a nationwide release.
"It's been four years since Shottas has been created, and the hype is still there," remarks Silvera. "The movie got bootlegged, so now is the chance for everyone to come out on November 3rd and prove that our movies can break box office records. Shottas has the potential of becoming, the first movie out of the Caribbean to get a nationwide and international release by a major movie studio."
The representative said while it was obviously disappointing to have the film's release pushed back to November 3rd, all is being done to ensure this film makes it to the potentially lucrative US box office.
