08 07 2015 - Industry news

Pride in Australian Film

Screen Australia is workshopping some new approaches to building pride in Australian film. We are looking to reframe the ways people think and talk about Australian film – shifting perceptions of success away from a simplistic focus purely on box office performance, to encompass less visible achievements, and a deeper appreciation for the many impressive achievements in a global industry.

As a first step we’re looking at how and why attitudes to Australian film tend to form and how we might be able to encourage Australians to feel as proud of our achievements in this arena as we do in so many others. This is no small – or new – task, nor one we want to do in isolation. Working collaboratively with strategic agency For the People, Screen Australia is consulting with industry stakeholders to elicit insights that can then inform an industry-aligned vision for a more engaged market for film in Australia.

From here we plan to drive a program of change communications, to connect audiences more strongly to Australian film – on whatever platform this might sit. An action plan – comprising PR, events, digital/social and other new engagement initiatives - will be formed over the next few weeks, to create a culture of pride and passion amongst consumers.

We hope this will also amplify and complement Screen Australia’s encouragement of more audience-centric film making, bringing to life our first strategic goal: to achieve engaged audiences.