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Applications open for Audience Design Initiative

Applications are now open for Screen Australia’s Audience Design Initiative. Now in its second year, the program is opening up opportunities for both scripted and factual feature films and is designed to support mid-career producers and/or key creative teams to gain an increased understanding of audiences within the globally competitive feature film marketplace.

L-R: 2024 Audience Design workshop, Síle Culley. 

Five mid-career producers and/or key creative teams will be selected to take part in individual two-day workshops in Sydney between 11 – 24 September 2025 with Irish Audience Design specialist Síle Culley, whose expertise has led to many projects securing millions of dollars in funding, international sales and festival selections.

During the workshop, participants will have the opportunity to work with Síle on the positioning of their film in relation to audiences, and understand the difference between demographics and psychographics.

Screen Australia will pay for travel and accommodation for successful participants residing outside of Sydney, within Australia. Please note that only two members of a successful team are able to attend the workshops.

Applications are now open and close at 5pm AEST Thursday 26 June 2025.

For the full eligibility requirements and how to apply, see the Guidelines here.

If you have any questions or would like to discuss this or accessibility requirements, please contact [email protected] or Program Operations on 1800 507 901.

Information Session

Applicants are strongly encouraged to view an information session about the initiative which will be made available on the Screen Australia website on 30 May 2025. It will be hosted by Audience Design Facilitator Síle Culley with Screen Australia Narrative Content and Documentary staff. The session covers what audience design is and how to use it, and will provide an overview of the Audience Design Initiative as well as tips for making a competitive application.