How has the film been exhibited to attract the UK audience? - TBTR

TBTR was released on DVD and Blu-Ray by Universal Home Entertainment who own Working Title. This is an example of vertical integration which means that they have the technology to exhibit the film to their audience. In this case it would be the ability to provide them with the blu-ray option.

In the UK the film was 19 minutes longer than in the US at 135 minutes. This is due to the film's social and historical british background. Therefore the UK target audience are more likely to understand the context of the film, hence the film length is longer. However, it has been criticised in both the UK and America for being too long.

US Blu-ray cover

UK Blu-ray cover

The film was released in the April half term which allowed it to target its secondary market of young adults/teenagers because of the convenient timing. However it maybe was not the smartest of release dates in the cinema because it had to compete for attention with major releases such as Fast and Furious and 17 Again.