It also cites a boost from a growing British presence in big films, whether it be UK productions such as Run, Fat Boy, Run, UK stories such as Atonement or the upcoming Prince Caspian, or UK actors and directors, such as Bourne Ultimatum filmmaker Paul Greengrass. "The link has become a positive. Five or 10 years ago it would have been 'Oh God! It's a British film" but now no one cares," says Batey.