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1) Seph McKennaHead of Australian Production -

Roadshow Films

2) Daniel ScharfProducer – Romper Stomper (1992)

3) David RedmanProducer – Strange Bedfellows (2004)

What makes a “successful” Australian film?

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Case studies

Successful: Samson and Delilah (2009), Kenny (2006)

Unsuccessful: Red Hill (2010), I Love You Too (2010)

Why this is useful

To emphasis the successful ways to distribute an Australian film

To see if there is a connection between a good marketing strategy and the success of the film

Strategies

Made on a low budget and therefore marketing done on minimum of money

Depending on word of mouth

Samson and Delilah started on Adelaide film festival while Kenny was first screened in the small town Poowong

“Word of mouth grows out of the industry, out

of the first screenings around.” - John Maynard

Starting on a small scale

Red Hill and I Love You Too started too big

Online distribution, social platforms

What does the case studies tell us?

Word of mouth is a great way to get your movie noticed.

Online distribution is getting more popular Know your audience Start on a small scale

Is “Word-of-mouth” the most important marketing form?

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Are film festivals still important marketing tools, as they were in

decades past?

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Online/Digital Distribution

What is it?

Digital/online distribution is the process of delivering a product digitally, in a non-analogue format

It’s quicker and easier to use than analogue distribution

Larger audience access

Enormously undervalued in Australia

Digital/Online Distribution

Forms of Digital distribution include:

Video on Demand: Increasingly popular its still undervalued

Provided on platforms like Foxtel On-Demand, T-Box and TiVo

Similar cost of a new rental film at video store

Gives viewers 24 hours from the time of viewing to watch again

Digital/Online Distribution

Social Media and networking

Provides distribtors with easy access to millions of potential customers through facebook, youtube, twitter etc

The Girl Walks Into a Bar (Gutierrez, 2011)

Social media is a non-factor in film advertising

Digital/Online Distribution

The Future

• AFI needs to make the transition to digital

• Investigate and spend money on the potential of social media

Is “Alternative” Distributionthe future of distribution?

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The changing role of the Producer

• What the ‘typical profile’ of a Producer use to be..

• What the ‘typical Producer’s’ Job is like today..

What Industry figures have to say about the role of the Producer:

• Towards Sustainability

• In the future Producers need to think like Distributors..

The future of Australian film distribution & marketing...

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Future Trends• Producer will act more like distributors

• The changed ‘roles’ will mean that the core productionteam will be more directly involved with distribution from thebeginning of the production process

• Online distribution will offer new distribution directions to Australian film makers

• Film festivals will still be used to create ‘word of mouth’ buzz and to build a reputation within the industry

• Film makers will start their own distribution companies so as not to lose control of rights and profits