film marketing in australia

It 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 …

…too great, when a film like Kiss or Kill opens on the same night as Men in Black. The prospect of marketing Australian film overseas before bringing films to local screens may attract Australian audiences, as they do not support local film culture easily. However, growing recognition of the Australian film industry in America seems to have spurred interested parties to search for Australian specialist films to fill a niche market in the U.S.