How has Working Title adapted to changes in the film industry?

Working title is one of the biggest names in film. It makes sense that they would market their films adapted to what people want to see on their screens, this is a clever way of bringing in a large amount of money as the film is in demand. 

Working Title markets films differently to the US then it would to the UK. America stereo typically likes British Rom-Com films. They are something the US has yet to master. For example the trailer for 'Four Weddings and a Funeral' is different to the one shown in the UK. The one for the US may have had actors in it that they might have not heard of. However the last image on the US trailer is of Rowan Atkinson, this implies he is a big name in America and someone they enjoy watching.

The films they target the US with, would have award winning directors, a-list actors, sometimes they are based on a best selling novel, much like 'Tinker Tailor Soldier Spy' and it would be a popular genre that would do particularly well. Often the locations play a big role in films being so successful, American audiences really take to films like 'Hot Fuzz' because it is filmed in the British Countryside with British A-List actors. Also the films must have a strong target audience, however for a film like 'Four Weddings and a Funeral' it appeals to a pretty wide range of people. 

Film packages often appeal to DVD sales, more often than not usually before the film is released, part of the marketing of the film is to have advertising for it before hand. For example many films release merchandise to put in McDonald's happy meals for children, or to sell the soundtrack before it reaches our home screens. This is a subtle way of promoting the film and making people aware that the film is to come. Another method is a prequel/sequel, for example the Inbetweeners movie, they had three Television series before the movie came out, so it built up a strong target audience who were loyal to the programme, this guaranteed that it would make profit in the cinemas, and repaying the budget of £3,500,000. They are clever ways of subliminal advertising and recognition of the film, before it is in the cinemas. However more recently 3D films have been progressing into cinemas, films such as 'Avatar' was one of the first 3D films in cinemas. Therefore many people have not bought the DVD because the 3D film is not compatable with their Television software. However, there are such things as 3D televisions. This was targeted at people going to the cinema, and to make lots of profit from the big screen, not so much on DVD sales. 

Tinker Tailor Soldier Spy has been marketed very cleverly, it targets the older audience, possibly middle aged, or people who are interested in the Cold-War and spies etc. I went to see it and I don't think it was appropriate for my age group (16-17) It was difficult to follow and very complicated. Working Title spent $30,000,000 on creating the film and marketing it to it's appropriate target audience. Tinker Tailor Soldier Spy has an award winning director, Tomas Alfredson. The A-List actors, Colin Firth, Gary Oldman, Mark Strong etc. It is also based on a bestselling book 'Tinker Tailor Soldier Spy'. The film also have fantastic screenplay. Part of it was filmed in Hungary so the attraction of different locations was there. Seeing as though Working Title was founded by Brits, it was very important that they made a film with many British actors in it. So Colin Firth and Mark Strong etc must have been very important. To promote this film, they didn't really create a synergy, more of a symbosis, different companies working together to promote the same product. Vivendi Universal owns Vue and Odeon cinemas which are the main multiplexes in Britain, they dominate the film consumption industry in Britain so they control how much of one film is promoted etc.Vivendi has horizontal and vertical integration.

Even though the trends in the film industry are constantly and rapidly changing, Working Title will continue to produce timeless films. For example, people still watch films produced in 1994, 'Four Weddings and a Funeral'. Working Title will advertise films differently to individual countries, as said earlier, the film trailer was cut differently for the US market to how it is marketed to the UK audience. Working Title has shaped and created trends for film producers to follow, I think they can continue being an individual British Film company.