It appears that Australia's film industry does not rely on its quality, but rather on its box office earnings. The representation of Australia's national identity has now become purely a part of marketing tactics. Hence, the future of the Australian film industry is uncertain, as it struggles to attract enough viewers and market its films effectively to engage local audiences.
Sustaining a productive innovative film industry relies on the intricate process of obtaining film funding and the potential of future funding bodies.
Distributors and exhibitors contribute to the challenges of attracting local audiences to Australian films, as they appear to exert control over the accessibility and screening schedules.
Independent distributors face intense competition from major distributors and exhibitors who favor American films due to their higher profitability. The allure of flashy packaging and extensive promotion appeals to local audiences, often causing Australian
...films, despite receiving A.F.I. award nominations, to not receive the recognition they deserve from their own community.
The worldwide box office success of American films is evidence of the cultural dominance of America.
Australian filmmakers have a negative perception of the marketing and sales aspects of the film industry, considering it to be unpleasant. They believe that these tasks should be left to others. However, Australian filmmakers generally do not engage in researching target markets and conducting market testing, even though these practices may be essential for increasing cinema attendance.
While certain Australian actors decline to participate in publicity, others contend that there is an inadequate amount of publicity dedicated to actors within the film industry. This website investigates the cost-effectiveness of publicity for low-budget Australian filmmakers and explores how the American film industry handles publicity.
This websit
explores the successful marketing techniques employed to promote Dating the Enemy and addresses the obstacles encountered when releasing a film like Kiss or Kill on the same night as Men in Black.
Marketing Australian films internationally first, rather than domestically, could appeal to Australian audiences who are not easily drawn to their own country's film culture. However, the expanding acknowledgement of the Australian film industry in America has generated interest among potential buyers seeking Australian niche films to cater to the U.S. market.
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