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Although films are a commodity (produced to make money), their uniqueness makes them hard to market. One technique producers use to help in the marketing is to make films of properties that are already familiar. Hence, Hollywood constantly produces sequels and remakes of both film and television programmes. In these cases most of the audience has already heard of the property.

East is East was such a film, though not particularly widely known. It was premiered at the Royal Court Theatre, in London. Leslee Udwin, the producer, was able to use the play's success when raising finance for the film. Despite this, it was not an easy task because potential backers were wary of the film's subject matter. It is possible that without the Royal Court success the film would never have been made.