*I first published this post for SPAA (Screen Producers Association Australia) on 23/10/2009.
After attending the forum ‘OZ Films vs OZ Audiences’ put together by Metro Screen last night and moderated by Andrew Urban at the Chauvel Cinema I came away despondent that the same people are having the same conversations about the same problems in the Australian Film industry and in most cases we are asking the wrong questions and spending too much time discussing the problems and not enough time addressing realistic & feasible solutions.
As a marketer who lives, breathes and dies around my skills and ability to understand Joe Average consumer and in this case the average moviegoer, I get totally fed up and angry at the pretentious and elitist attitude actively demonstrated by some filmmakers and commentators towards the intelligence and tastes of the average person who pays to see movies. It’s their money and they’ll choose what they like & don’t like! If Australian films were really that good AND in tune with what people want to spend their money on AND we got the marketing right then we would have more Australian films seen by more Australians. But, generally speaking we aren’t making films which appeal and resonate with Australian audiences and if filmmakers and commentators keep deciding to blame consumers and consumer tastes instead of looking at what we are making then sadly our industry will never change. The definition of insanity is doing the same thing over and over again and expecting different results.