Film marketing in australia
Film marketing in australiaIt seems Australia's film success is not determined by its quality but by its box office returns. The national identity of Australia has become nothing but a market strategy. The future of the Australian film industry seems doubtful, as it cannot command the crowds necessary to sustain high enough box office dollars, or market films sufficiently to attract local audiences.
Sustaining a productive innovative film industry seems dependent on the complex process of acquiring film funding, and the prospect of future funding bodies.
Distributors and Exhibitors seem to add to the difficulties of getting local audiences to see Australian films as the major players seem to control who sees what, when and where.
Independent distributors are constantly confronted by tough competition from these major distributors and exhibitors who lean toward the American more lucrative product. The glamorous packaging and blockbuster build up is attractive to local audiences and many Australian films, despite receiving award nominations from the A.F.I., do not achieve the acclaim they deserve from their own local audiences.
The cultural American domination is reflected in the high box office returns on American product in cinemas everywhere....
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