Practice Questions

The issues raised in the targeting of national and local audiences (specifically, British) by international or global institutions

The Joe Cornish film ‘Attack the block’ Features strong cultural slang therefore in order for it to be viewed International in multiple languages, subtitles had to be added. Due to the heavy cultural slang, subtitles may have to be added to ensure the audiences understand the British humor. Another film that faced the same problem is the British comedy ‘The Inbetweeners’, produced by Film4 and Bwark productions. Before the film, ‘The inbetweeners’ started off as episodes following the lives of four teenage boys. The film also features British youth culture, therefore they use slang.

Trailers are a crucial part of marketing a film. The language used in most movies  is tailored for a British/US market. Take the 2011 film ‘Paul’ for example, a Working title film (British company) that created an international trailer to suit international and global audiences.

Another issue raised on targeting local and national audiences would be age categories for films decided by the British board of classification. Christopher Nolan’s ‘Inception’ action film was given certificate 12. Meaning nobody can view the film who is under the age of 12, due to the film containing either strong violence, drug usage, strong language or discreet sexual activity. This would have an effect on who the film was being marketed for, due to Inceptions challenging plot and ‘action’ genre, the film was targeted at a sophisticated audience. The film was originally aimes at young men aged 16-30 due to the action plot, however with the love story between Leonardo Dicaprio and Marion Cotillard also make the film attractive for both genders.

Mass marketing techniques such as international trailers, posters, billboards, T.V spots and the exhibition of the film all aim to target local and national audiences du to marketing companies marketing films in such an aggressive way meaning the consumer can not escape it.