British and Hollywood Case Studies: Exhibition

EXHIBITION	Hollywood Film: Dawn of the Dead	Brit Film: Shaun of the Dead
Types of cinema shown in
How long it was in box offices for	2 weeks	2 weeks
Age classifications USA/UK	UK: 18, USA: R	UK: 15, USA: R
Who was the primary target audience (age, gender, class, Nationality, sexuality, race)		Young, white, straight, British men
Success in box office compared to DVD/Blue-ray/download	$102.4 million	$30 million box office, $105,000 DVD
Any other information e.g. did any cinemas keep it in box offices longer than plan due to how successful it proved?		Was released on Good Friday, quickly following the box-office debut of the classic’s remake. The campaign was designed to drive audiences into cinemas in the crucial two-week period after release. To do this, it had to link- yet carefully distinguish- Shaun from Dawn of the Dead. The campaign was concentrated during the week leading up to the Good Friday release to reach people when they were considering what to do over Easter. It leaned heavily on the zombie theme and used the analogy of commuters resembling zombies to comic effect. The campaign coined the term 'zomromcom' (from romantic comedy's romcom abbreviation) for its genre.