We've all read about 'plucky independent filmmakers going out there and finding new ways of marketing their movies...' Saturday morning, still basking in the glory of a sold-out first night at the ICA in London, I had a proverbial bucket of cold water thrown over my head: the numbers at the Panton Street Odeon had been disastrous. After all this amazing press, editorial coverage, great reviews - how was it possible?

Well.... there was no trailer of the film playing at any cinema. That doesn't help. And there are no posters up in the underground, or on any billboards, or on the side of any bus. And of course we have no TV ads... in fact, it's hard to know, apart from the editorial, how anyone could possibly know the movie's out there. I rang Helene Muddiman, my composer, and told her the bad news. "We'll be pulled after this week for sure," I said. "The film's dead in the water unless the numbers are up this weekend."

Never one to give up (she's taken the film's motto to heart), Helene spent the day leafletting,  around Leicester Square, charming the Odeon cinema managers, putting up extra posters and signs, chatting up potential punters - and even going so far as dissuading them from the choice of movie they were about to make in favour of SKIN. The result? Sold out on Saturday night - and Sunday she was back there - at it all day - so that come Monday morning, we received the good news: SKIN is being held for a second week. Most movies don't manage that - because most movies without the advertising muscle behind them don't have Helene Muddiman. 

 Go, girl, go! Monday afternoon she was back - and this time, she'd managed to attract the attention of Razia Iqbal from the BBC, who'd seen and loved the movie over the weekend. There she was, with her cameraman, and by 6:25 that night (and again at 10:25 pm) it was an item on BBC News!

Now we're trying to recuit volunteers to carry on the good work - so if anyone's keen to help - don't hesitate to contact me via this site.