Target audience TBTR

1. Men 40+ (male characters, rebellious, adventure on the high seas, pirates, women as objects of desire)
2. UK Music fans, predominantly male
3. Fans of British Comedy
4. Fans of Richard Curtis films, male and female
5. Fans of previous WT films
6. Younger audiences appealed to by the film's humour and cast

Look at the posters and trailer to see how the film was packaged and targeted:

• British
• Richard Curtis
• WT
• Comedy males
• Various male role models
• Sexy girls
• pop culture of the past (Beatles etc)

Reasons for poor box office?

• Lack of positive role models for female audience
• ensemble cast
• lack of one big star
• Jade goody effect
• unusually good weather during Easter holidays
• limited online or interactive profile
• difficult to get adults into cinemas to see films targeting adults
• Monsters V Aliens box office was huge on the same weekend