Marketing guidelines released
Screen Australia has released the new guidelines for its marketing programs, which include a new Innovative Distribution Partnership Program for slates focusing on non-traditional and innovative release strategies, such as Robert Connolly’s reformatting of his feature The Bank into five-minute mobisodes.
“[The program has potential] to help take advantage of the new models that are allowing access to expanding markets. Three distribution partners will be funded for two years to release slates of projects across new and emerging delivery platforms, with an annual total of $450,000 available,” said CEO Ruth Harley.
A Research and Publications Partnerships Program was also announced, to provide funding for new titles and research ideas. The guidelines for this program will be released later this week.
The agency’s domestic and international Marketing programs include:
• Theatrical Prints & Advertising (P&A) – loans to established distributors to enhance marketing campaigns and to increase audience and revenue.
• Innovative Distribution Partnership – grants to experienced distributors for a potential slate focusing on non-traditional and innovative release strategies.
• Australian Festivals, Special Events and Conferences – grants to established film festivals, national touring programs, and major conferences and special events.
• International Festival & Marketplace Travel – grants and loans to attend international events.
• International Festival Materials – grants to enable the creation of promotional elements required following official selection at an ‘A’ list festival.
During her speech at the 37° South market, Harley said Arenamedia – led by Robert Connolly, a member of the Screen Australia board – is receiving support to reformatt its existing catalogue (starting with the 2001 feature The Bank) for online and mobile distribution via iTunes, Amazon.com and ABC Online, as well as other websites.
“They are currently looking at how to create a business model that uses new distribution methods to share existing repurposed content with new audiences,” explained Harley. “The Bank is being reworked into 16 x 5-minute mobisodes.”
The new marketing guidelines can be downloaded here.
