While Hollywood films dominate cinema chains globally, British independent films can now target national audiences more cost effectively due to digital filmmaking technologies. Cinemas prefer blockbuster films that guarantee large audiences and additional concession stand sales. However, a film like "The World's End" was able to appeal to both British and American audiences through its marketing campaign that played on the franchise of the previous two films in the trilogy and its portrayal of traditionally British themes and settings. The development of new technologies has lowered production costs and allowed independent films to better compete with major studio films.