A few questions our film and TV industry are asking themselves at the moment: Why are Australian films not hitting the mark with the under 40’s demographic? Should we be making films for our own market or aiming at international sales? Does distribution of films over the internet risk losing income through piracy?
Surely asking these questions stems from fear of change rather than grappling with a new set of rules and conditions sweeping the global media industries. We should not be asking what we can do to capture young audiences – we need to give them the opportunityÂ to create content themselves by participating in media experiences. If marketing of Australian films is an issue, we need to start using the internet to distribute and build audiences rather than saying the threat of piracy makes it all too hard. Perhaps if Australian films aren’t hitting the mark we need to make less of them and put an almighty effort into a constellation of cross media properties. Films aren’t the ‘temple’ anymore and I frankly think our industry is going nowhere if we don’t start funding projects which are platform agnostic. If there’s a strong idea out there for a massively multi-player game what better way to reach a younger demographic? And who knows, if it’s successful it may fund a promotional feature film, and a sequel.