When we studied the problems facing the Australian film industry this week I thought back to the last Australian film I watched…and I couldn’t remember. It has been that long since I have consumed an Australian made movie that I can’t even remember what it was. This here lays the central problem. There is not enough support from the Australian audience. Things aren’t looking to get any better either, as this year has been Australian cinema’s worst domestic performance in 10 years so the trend looks set to continue.
Australian films occupied 3.8% of the Australian box office share in 2013. Moreover, only 26 (6%) of the 421 films screened in Australian cinemas during 2013 were Australian. This is minimal in comparison to the United States, which provided 183 (43%) of the total. So what is the problem? Why does Australian films only occupy 3.8% of last years box office share? Why are we being dominated by overseas films?
Specialist in the area Carroll Harris believes “the problem is not in the substance of Australian films, but in the way they are distributed to an audience”. She doesn’t believe the plunging of Australian cinema should surprise Australians because the distribution and delivery of Australian films is very ordinary. After reading this article by Harris it inspired me for an idea for a proposal for a creative qualitative research project. I want to analyse audience distribution.
When looking at the audience distribution of a recent 2013 Australian movie Patrick it is easy to comprehend Harris’ point of view. The audience distribution of Patrick was very poor, as it was shown at just six cinemas nationwide. How can this movie be successful with such poor means of distribution? – It can’t. Harris asks, “Why are we shocked when an Australian film flops when it’s not accessible, not available, and most cinema goers don’t actually have the choice to watch it.” I think Harris hit the nail on the head here. It is impossible for a film to take off if only a very few have the chance to see it. Shawn O’Connor the Founder and President of Stratus Prep believes word of mouth “is the best advertisement possible”. Word of mouth advertising will not be successful and travel far if only a very few people see the film.
My design method would involve better distribution and advertising. Australian films will have a better chance if there is broader distribution across the country. There should also be more buzz created for them. I don’t remember the last advertisement I saw for an Australian film. This is because they have very low visibility. Let’s pull the nation together and boost Australian film advertisements. We should have social premiere nights where Australian’s can socialise and create awareness. I know I may be naïve and wishful thinking but if Australian’s work together to boost the Australian film industry overtime it will gain more funding, more viewers and be much more successful.
ellenahoban 