When targeting audiences for films, producers must consider both global and local appeal. For The Hobbit, Peter Jackson appealed to a global audience through casting famous British and Hollywood actors like Martin Freeman and Ian McKellen. The Fifth Estate attempted to appeal to both American and European audiences but failed globally due to its subject matter. Shifty appealed locally to a UK audience through its British cast of lesser-known actors and gritty subject matter of urban crime, but lacked elements to attract a global audience.