Embracing the Digital: Finding a Domestic Audience for Australian Films
After dismal performance at the Australian box office for over two decades, the domestic box office share in 2015 is travelling to scrape the double digits for the first time since 1988. While this box office success, after decades of trough, is being seen as a step in the right direction for the industry, an upward or steady trajectory can not be assumed. This research analyses the histories, structures and business methodologies of the Australian film industry. The existing system is geared to hold domestic films from local audiences, heightening the influence of the Hollywood Blockbuster. The launch of and rapid embrace of online streaming subscription video-on-demand service Net ix in Australia has strengthened the debate around online distribution as presenting a viable method for Australian films to find the elusive Australian audience. While the rigid Australian film industry does not allow video-on- demand services to be a viable method of sole distribution, the shift to digital distribution for film is inevitable. This research project aims to produce a strategic arsenal to utilise digital distribution and marketing without relegating the Australia cinema to an entirely unprofitable industry.