Dr. Cabbie which opens Friday in theaters across the country is part of a new crop of films aimed at both US and global audiences, reports The Star.
The film stars Kunal Nayyar of Big Bang Theory fame who plays a doctor from India, but is forced to take a job as a cab driver when he immigrates to Canada because his medical degree isn’t recognized there.
The film is being marketed with two campaigns. One with traditional Hollywood audiences in mind and another targeting the South Asian community.
Its the same sort of campaign used to market Disney’s Million Dollar Arm and the Hundred Foot Journey.
“Hollywood is starting to realize that’s it’s an international market and you see that in casting,” said Joanna Miles, vice-president of marketing at eOne Films. “They’ll have someone who is Latino, they’ll have someone who’s African American, they’ll have someone who’s Asian . . . so that their films translate internationally, as well as at home. That’s definitely something that’s trending right now.”
Is this dual marketing approach working? You can read about that in The Star.