How is Anna Karenina packaged to appeal to a range of audiences and build upon past successes?

How is Anna Karenina packaged to appeal to a range of audiences and build upon past successes?

Anna Karenina uses actors that would appeal to a younger audience. For example, Aaron Taylor-Johnson is normally in mid-low budget films (such as Angus, Thongs and Full Fronted Snogging) but is seen as a teenage ‘heart throb’ to attract the younger audiences, especially girls. Director, Joe Wright also uses characters such as Jude Law and Kiera Knightley to attract both sexes of any age as both characters have previously starred in films targeted at that same audience. For example, Atonement and Sherlock Holmes are both films with either Keira or Jude in and both have a very different target audience.  By using actors from different genres of films this will attract them to watch a slightly different genre (Anna Karenina).  Keira Knightley also has large fan base and suits the upper class, regal/rich characters and in previous films associates to romance/ drama genres, making her perfect for the role of Anna K. Anna Karenina builds upon past successes as they bring out a diverse genre of romantic/tragedy/drama and try to make it a global success instead of continuing with the normal rom-coms.  Working Title is well known for their rom-coms and comedies and, therefore, brings out a slightly different genre with a unique use of cinematography to appeal to different audiences and widen the companies’ status. Working Title has also started to introduce more literature adaptations and is finding this a success. The middle aged/older generation may find this more interesting as Anna Karenina is based on an old Russian novel which appeals to this age range.