TBTR - How has the film been marketed to ensure the film reached its UK audience?

Target Audience - Campaign needed to appeal to core audience (middle-aged adults) and secondary audience (older teenagers / young adults).

Cross media convergence and synergy - Different aspects appealed to different areas of target audience. Websites, Spotify playlists and iPhone apps helped built up a film identity and give a sense of an 'event' film, helped Exhibition as it made it main screen at cinemas.

Audience Behaviour - Advertised as a typical Working Title film (recognisable actors/actresses and storyline from trailer), audiences who liked other films will be interested in seeing this one

Technological Convergence - Could be marketed via different mediums; TV adverts, radio adverts, playlists on Spotify for each character, iPhone apps and large posters around city areas.

International/Global comapanies targeting UK audiences - This could raise issues as the international companies may not know the needs or wants of the UK audience, so may not market it to suit their needs. Vertical ownership means that Working Title are owned by Universal, so the company knows the needs of UK and US audiences overall.