How has Working Title adapted its films and marketing for different audiences?

Working Title is an iconic British film production company based in London, founded in 1983 by Tim Bevan and Sarah Radclyffe, the latter being replaced by Eric Fellner.
It has two other sister companies, WT2 (company behind Billy Elliot & Shaun Of The Dead) & Working Title Television.
It specialises in low budget films.

Its first production was a controversial Comedy-Drama called My Beautiful Laundrette. It's based in London, as are most of their films, giving them a recognisable and internationally sell-able interface.

In 1992, Working Title joined with PolyGram, who would become their financier. Working Title produced several titles with PolyGram Filmed Entertainment.

From then on, Working Title became a major film production figure, with recognisable figures.
Working Title's next step was when PolyGram was sold to Seagram, who merged with MCA Music Entertainment soon after to form Universal Music Group, and then into Universal Studios. Universal Studios have the monopoly on the film and marketing industry.

From 2000, Studio Canal - the French network channel got involved with Working Title - financing the Bridget Jones's Diary films. They were a huge success, adding to their credibility.

The reason behind Working Title's success is the stereotypical 'Britishness' of their films. They have huge success with their very British films and even more British actors. Famous actors like Hugh Grant and Colin Firth, and of course Bill Nighy, who seems to appear into most film somewhere.

This is because globally, the idea of the stereotypical 'well spoken, tea drinking, classy brit' is a popular idea. The accent sells, and they account for that. Thats why Universal Studios like to sell the British side, as oppose to the actual film.

They produce Feel Good Rom Coms
-Love Actually
-4 Weddings and a Funeral



Historical Dramas
-Atonement
-Anna Karenina



Comedies
-Shaun Of The Dead
-Hot Fuzz



These pictures are cheap (relatively, mostly) to produce. The allowance for a production is up to 35 million, as specified in the contract. However, Working Title tend to keep the expenditure low to maximise the box office profit.

The productions take place in British locations with as many recognisable actors as possible, because that's the selling point. Anna Karenina was filmed in the Royal Albert Hall as a stage production disguised as a film. Love Actually is filmed all over London. Hot Fuzz is filmed all over Gloucestershire for extra comedy value.
A huge success has been Bean with Rowan Atkinson. There is no language barrier, and relies solely on Atkinson's demeanour, facial expressions and attitude, hence its popularity across the world.

Working Title uses appropriate actors to bring in appropriate audiences. Be it down to looks, personality or acting style. Like, Mr Bean will always sell because of Rowan Atkinson. Brit-Coms will always sell because everyone loves Hugh Grant, Colin Firth or Jude Law. Atonement will always sell because of Kiera Knightly.

Some examples of the types of film they produce, through their trailers.

-Love Actually

-Anna Karenina

-Hot Fuzz