This document discusses factors film companies consider when targeting different audiences globally and nationally/locally. It analyzes The Hobbit, The Fifth Estate, and Shifty as case studies. The Hobbit appealed globally due to Peter Jackson's direction and an all-star cast including Ian McKellen and Martin Freeman. The Fifth Estate tried targeting both global and national/UK audiences but failed globally, possibly due to its subject matter about WikiLeaks being less appealing overseas. Shifty, a smaller UK film, would not appeal globally due to its UK-focused story and cast, but could resonate with a domestic audience. Distribution strategy also impacts a film's ability to reach global or national markets.

1. What do film companies have to
think about when they are
targeting different audiences
GLOBAL AND
NATINOAL/LOCAL
AUDIENCES

2. At the Pre -Production Stage
• While the idea is being developed in the pre-production phase the
producers will need to think about the potential target audience,
how the audience will relate to the idea, how many people would
watch the film.
• Global Appeal
The Hobbit Fifth Estate Shifty
National Local Appeal

3. Casting Appeal – Global or National/Local?
Shifty
Riz Ahmed Shifty
Daniel Mays Chris
Jason Flemyng Glen
Nitin Ganatra Rez
Jay Simpson Trevor
Dannielle Brent Jasmine
Francesca Annis Valerie
Kate
Groombridge
Loretta
Jason Maza Malik
The Fifth Estate
Peter Capaldi
Alan
Rushbridger
David Thewlis Nick Davier
Dan Stevens Ian Katz
Daniel Brühl Daniel Berg
Benedict
Cumberbatch
Julian
Assange
Jamie
Blackley
Ziggy
Ludger Pistor Supervisor
The Hobbit
Martin
Freeman
Bilbo
Ian
McKellen
Gandalf
Richard
Armitage
Thorin
Ken Stott Balin
Graham
McTavish
Dwalin
William
Kircher
Bifur / Tom
Troll
James
Nesbitt
Bofur
Stephen
Hunter
Bombur
Aidan Turner Kili

4. Director Appeal – Global or National/Local?
• Peter Jackson Bill Condon Eran Creevy

5. Summary
• Summarise why The Hobbit appealed to a global audience
• How did The Fifth Estate try to appeal to both a national/ local and
global audience? Why do you think it failed to appeal to the global
market
• Why would Shifty not appeal to a global audience? How does it
appeal to a UK audience?

6. Distribution –National/ Local VS Global
• Who distributed our case study film?
• National/ Local Appeal – will often have an understated/small
distribution campaign. The budget will be a lot smaller.
Independent Distributors tend to be the people that distribute films
with local appeal (Warp/ WarpX /Metrodome/ Optimum Releasing)
• Global – distribution campaign will be big, backed with a lot of
money and will be controlled by the big six -Viacom Time Warner
Walt Disney, Fox, Universal/Vivendi, and Sony. They don’t play well
with others!
• Why did it work for The Hobbit but not The Fifth Estate?

7. Planning a response in Groups
What are some of the reasons for the popularity of US produced
films for UK audiences and can UK films achieve success in the US?
• Write the introduction to this question (200 words)
• What would be your central argument and what four key points would
you make?
• Give specific details from the case studies and explain why you would
include that information.
• What other films could you talk about and what could you say?
• What key terminology would you use (explain the terms in your own
words)
• Try to include information about Frozen and 12 Years a Slave (both of
which were very successful on a Global and National Local level – but for
different reasons).
Prepare as a ONE PAGE word document that can be photocopied for the
class. You can do this on Google Docs if you like.