DMRC researchers, Dr. Ruari Elkington and Dr. Tess Van Hemert, have been investigating Australian cinemagoers’ habits and their engagement with local films. Their research highlights a significant disparity between Australian and French cinema success, with Australian films capturing only two per cent of the local box office in 2023. Factors such as limited marketing, shorter theatrical runs, and audience uncertainty about what qualifies as an “Australian” film contribute to this challenge. Their findings, based on the largest survey of Australian cinema club members, reveal that audiences express a desire for longer screening periods and greater visibility of homegrown films, yet structural barriers continue to hinder their theatrical success.
The research also emphasises that Australian films have the potential to thrive under the right conditions. In 2021, when Hollywood blockbusters were delayed due to COVID-19, Australian titles saw an unprecedented 12 per cent box office share, demonstrating that local audiences will support homegrown stories when given the opportunity. As discussions continue on how best to support Australian cinema, there is a call for renewed efforts in marketing, exhibition, and policy support to help local stories find their rightful place on the big screen.
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