Elizabeth are "more explicit than in" any other Austen biopic. Tim Robey of The Daily Telegraph declared that the film took "good old P&Ps storyline and replace[d] Elizabeth Bennet with Austen herself [and added] a real-life pseudo-Darcy from the skimpiest of biographical evidence." A Companion to Jane Austen observed that the "physicality" of Jane and Lefroy's kiss was similar to the "passionate kiss" between Elizabeth and Darcy in the 1995 serial Pride and Prejudice. Empire magazine further expressed that Place in mass marketing The implementation of mass marketing in the film's production and release has attracted notice from film and literary scholars. Dianne F. Sadoff writes that Becoming Jane "confirms the two-decades-long megaplexing of Jane Austen." According to Andrew Higson, the film was another example of "Austen Power" and the desire of filmmakers to "exploit the possibilities of both the Austen industry and the market for literary cinema and television – and more generally, the market for 'traditional' British drama." While reviewing Austen adaptations of the 1990s and 2000s in her book Heritage Film: Nation, Genre and Representation, author Belén Vidal viewed Becoming Jane as yet another "transformation of Austen's novels into icons of popular culture." To Vidal, this and other productions, such as The Jane Austen Book Club (2007) and Miss Austen Regrets (2008), confirmed "the generic status of the Austen phenomenon whilst dispensing with the incorporation of the literary text." Becoming Jane followed a different formula than the Austen adaptations of the 1990s and attempted to draw viewers from a variety of demographic groups. Hathaway's casting was intended to attract young female viewers who had enjoyed the actress in The Princess Diaries and The Princess Diaries 2: Royal Engagement. According to producers, the view was that this demographic group would have been in their early teens during the release of the Princess films, making them "the right age" for Austen as 15-year-olds. Expecting Becoming Jane to be a popular film, in February 2007 Penguin Books announced new editions of six of Austen's best-known novels; their redesigned covers were intended to attract teenage readers. Heritage and other themes Becoming Jane has been referred to as a heritage costume drama film, a genre which has been popular in the United States among both its audiences and its film studios. According to Andrew Higson, Becoming Jane falls into the continuing trend of American attitudes influencing British film. Belén Vidal wrote that