Screen Australia has created a fund for filmmakers in the hope to reach a wider audience and create greater profits.
The Innovative Distribution Fund's purpose is to 'enhance a film's marketing, promotion and advertising' so as to 'increase audience potential and revenue'. The grant is open to features, shorts and documentaries.
The criteria for the fund is quite feasible making for a nice change in Screen Australia (SA) policy. These criteria provide a suitable deadline between the completion of the film and its release. SA require a film ideally apply for funding within 6 months of completion with at least a 12 week promotional period before the film's release. A film applying for funding beyond 6months of completion may find it difficult to secure the grant. SA propose a maximum of $40,000 be sought for the grant with increased amounts considered case by case. This amount may seem quite small considering the P&A costs of releasing a film.
This grant should be taken with the idea that it will not cover the entire marketing budget. The grant does not cover wages for marketing but rather promotes the consideration of innovative marketing strategies. With any of Screen Australia's funding options, they often only cover a gap and should be used accordingly. Too many filmmakers rely heavily on the funding from SA, pushing projects in directions without an audience focus. This grant is no different.
The one aspect the grant fails to promote is the consideration of marketing upon project conception. The marketing grant is only available once a project is complete. Filmmakers are reminded the marketing should start as soon as development.
The Innovative Distribution Fund's purpose is to 'enhance a film's marketing, promotion and advertising' so as to 'increase audience potential and revenue'. The grant is open to features, shorts and documentaries.
The criteria for the fund is quite feasible making for a nice change in Screen Australia (SA) policy. These criteria provide a suitable deadline between the completion of the film and its release. SA require a film ideally apply for funding within 6 months of completion with at least a 12 week promotional period before the film's release. A film applying for funding beyond 6months of completion may find it difficult to secure the grant. SA propose a maximum of $40,000 be sought for the grant with increased amounts considered case by case. This amount may seem quite small considering the P&A costs of releasing a film.
This grant should be taken with the idea that it will not cover the entire marketing budget. The grant does not cover wages for marketing but rather promotes the consideration of innovative marketing strategies. With any of Screen Australia's funding options, they often only cover a gap and should be used accordingly. Too many filmmakers rely heavily on the funding from SA, pushing projects in directions without an audience focus. This grant is no different.
The one aspect the grant fails to promote is the consideration of marketing upon project conception. The marketing grant is only available once a project is complete. Filmmakers are reminded the marketing should start as soon as development.
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