The traditional cinematic experience is still popular with Australians, with 69% of people visiting the cinemas an average of 6.9 times in 2012 (Screen Australia 2014, Audiovisual markets section). During this year, only 3 Australian films (The Sapphires, Mental, Kath & Kimderella) made it into the top 100 as reported by Box Office Mojo. The success of The Sapphires, which enjoyed the most commercial prosperity in Australia in 2012 earning $14.5 million at Box Office (Screen Australia 2013, para 1) and placing 15th in the top 100 grossing Australian films of all time (Screen Australia 2014, Box Office chart section), may be owing to several factors. It has an identifiable star, Jessica Mauboy, explored issues surrounding Aboriginal Australians, and overall had a distinct ‘Australian flavour’. That being said, there are many Australian films which tick all these boxes for example ‘Patrick’ starring Rachel Griffith, but do not meet such commercial success, the reason being that distributors are not ‘network literate’ and do not take advantage of online platforms. Hopscotch Productions, the distributor for The Sapphires, made use of Facebook and twitter to garner attention and remind audiences of release dates to ensure people were aware The Sapphires actually existed among the sea of films from the US, and other foreign countries.
(Screen Australia, cited in Mostyn, 2014)
As this chart highlights, the majority of Australian films received a limited or specialty release, in total 70% of Australian films made it on less than 100 screens. On the other hand, 57% of American films made it on at least 100 Australian screens, and 38% on 200 or more. Distribution is arguably even more important than the content itself seeing as Australian films are a rarity on screens. For this reason, distributors need to be loud and proud when Australian films do hit the screens, and the most effective way is perhaps the Internet.
Furthermore, a move to a digital model of distribution is beneficial in several ways.
References:
Box Office Mojo, 2012 Australia Yearly Box Office Results, Box Office Mojo, viewed 17 October 2014 <http://www.boxofficemojo.com/intl/australia/yearly/?yr=2012&p=.htm>
Mostyn, R 2014, Explainer: where’s the audience for Australian films?, The Conversation 17 January, viewed 17 October 2014 <http://theconversation.com/explainer-wheres-the-audience-for-australian-films-20945>
Screen Australia 2014, Screen Australia: Research – Audiovisual markets – Audiences: Cinema attendance patterns, Screen Australia, viewed October 17 2014 <http://www.screenaustralia.gov.au/research/statistics/audiencescinemaattend.aspx>
Screen Australia 2014, Australian Content Box Office, Screen Australian January, viewed 17 October 2014, <http://www.screenaustralia.gov.au/research/statistics/boxofficeaustraliatop100.aspx>
Screen Australia 2013, Media Release: The Sapphires marks a great year for Indigenous screen stories, Screen Australia 23 January, viewed 17 October 2014 <http://www.screenaustralia.gov.au/news_and_events/2013/mr_130123_boxoffice.aspx>