ACMI - Getting ready for ASIA TOPA
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This project summarizes the best strategy for an art organization like ACMI in order to effectively engage with communities and audiences, how to interact with other peer organization, and how to strategically involve employees, with the purpose to create long term value for the city of Melbourne.
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ACMI - Getting ready for ASIA TOPA
- 1. Asia TOPA 2017 ACMIAustralian Centre for the Moving Image Ambrin Hasnain Bonnie Temple Pierandrea Miglietta Xiyue Cao Xuanqi Li
- 2. “celebrates, explores and promotes the moving image in all its forms – film, television and digital culture” “internationally recognised hub for screening and advocacy, screen education, industry engagement and audience involvement” - ACMI website AboutUs
- 3. Communities1
- 4. Geographic communities “communities based upon locality” - Marjorie Mayo, Cultures, Communities, Identities: Cultural Strategies for Participation and Empowerment, 2000, p.7 - Image from Visit Melbourne website • The Arts Precinct • City of Melbourne • Asia Pacific region
- 5. Identity communities “communities based upon shared cultures and values” - Marjorie Mayo, Cultures, Communities, Identities: Cultural Strategies for Participation and Empowerment, 2000, p.3 Melbourne’s Asian communities and cultural precincts Migrant Map Melbourne (excl. England) based on 2011 census data - Adapted from ‘The faces of Melbourne: which migrants went to which suburbs’, The Age, 2015 - Image from SBS website Werribee Melbourne China Town Mt Waverley Derrimut St Albans Box Hill Epping Glenroy Wantirna Croydon Springvale Bundoora Altona Meadows Armadale Tarneit New Little India Precinct Dandenong Little India & Afghan Cultural Precinct Footscray Little Saigon Templestowe
- 6. Communities of interest and practice Strengthen the moving image community of practice following China Up Close: • Technical workshops • Artistic collaboration • Advance industry profile - Image from ACMI website
- 7. 01 02 03 Digital storytelling Engaging Melbourne and regional Chinese communities Our projects Moving image competition Student competition to expand current audiences Exhibition & workshops Collaborating with Chinese peer organisations Workforce Training ACMI staff and volunteers to implement Asia TOPA projects
- 8. Project 1: Digital storytelling Chinese Youth Society of Melbourne Lion dancing, dragon boat racing and folk dancing Golden Dragon Museum, Bendigo Chinese cultural centre of Australia, and precious regalia ACMI in the Regions Workshops and digital storytelling of Victorian regional communities Asia TOPA Workshops for visitors and screening of digital storytelling during Asia TOPA - Images from CYSM, Golden Dragon Museum and ACMI websites
- 9. Community engagement Showcase cultural traditions Shared identities and histories Social cohesion Creating dialogue Social knowledge Project 1: Digital storytelling
- 11. WHAT WE WANT TO ACHIEVE EXPAND OUR CURRENT AUDIENCE BRING IN NEW AUDIENCES CREATE SOCIAL & ECONOMIC VALUE
- 12. WHAT IS AUDIENCE ENGAGEMENT? LONG TERM STRATEGY TOTAL EXPERIENCE ENGAGING IN MULTIPLE WAYS AIMED AT ENTERTAINING & TRANSFERRING ARTISTIC INSIGHTS
- 13. OUR AUDIENCE ENGAGEMENT MODEL 01 02 03 BUILD UP AUDIENCE Through pre-performance engagement INVOLVE AUDIENCE Through activities during or shortly after the performance CREATE ECHO Through post-performance long-term activities
- 14. WHO ARE OUR TARGETS? Students Asian communities International travellers
- 15. UNIVERSITY CONTEST NEW PERSPECTIVE STUDENTS 1 BROADEN AUDIENCE FUTURE DRIVERS
- 16. STEP 1: BUILD UP PHASE CREATE PARTNERSHIPS UNIVERSITY CONTEST STEP 1: REGIONAL LEVEL Best 3 regional projects join the national competition STEP 2: NATIONAL LEVEL Best 10 national projects will be admitted in ACMI’s programming COMMUNITIES INVOLVEMENT STEP 1: TOPIC Identify topics together with leaders of Chinese & Indian Communities STEP 2: FILMING Connect students and communities for the project development 1 2 3
- 17. STEP 2: INVOLVEMENT PHASE Aims to attract students and their families ACMI SCREENING JURY VOTE Jury will be made by: experts, community leaders, and students 1 2
- 18. STEP 3: CREATE THE ECHO MENTORSHIP & FUNDINGS WORKSHOPS & TUTORING 1 2 Foster growth possibility Get ready for next Asia TOPA
- 19. INVOLVED IN ALL THE STEPS TOPIC BRAINSTORMING ASIAN COMMUNITIES2 INVOLVEMENT IN DEVELOPING PROCESS LEADING POST-PERFORMANCE DISCUSSIONS COMMUNICATION THROUGH ASIAN AUSTRALIAN NEWSPAPER
- 20. THE FUTURE OF TOURISM INTERNATIONAL TRAVELLERS VISIT RELATIVES & FRIENDS 3 TRAVEL FOR LEISURE ADULT COUPLES WITH NO CHILDREN
- 21. ENGAGING WITH THEM 01 COMMUNICATE 1. Local media 2. International media 0302 ENTERTAIN Host unstructured post-performance events, with artist participation RECALL Social media & email campaigns to constantly engage
- 22. CREATE LONG-TERM VALUE INCREASE TRAFFIC Of national & international tourists NETWORKING OPPORTUNITIES For local & international artists, practitioners etc. COMMUNITY ENGAGEMENT OPPORTUNITIES For practitioners & students, thanks to workshops, mentoring etc. SOCIAL VALUE ECONOMIC VALUE
- 24. The world’s largest professional film museum - showcasing the history of Chinese cinema, and demonstrating the achievements of Chinese film history and film artists in China China National Film Museum
- 25. Our project Interactive Exhibition at ACMI with Chinese filmmaking tools Screening of films from their archive
- 26. The Shanghai Film Museum Film screening events and exhibitions 4D theatre and film studios 70 interactive installations 3000 film- related items COTNET TITLE HERE
- 27. Our project Workshops Technical workshops (for filmmaking practitioners） Online workshops Collaborative projects Carpet of Lights Protagonists of a film Virtual fans and photographers
- 28. Peer Organisation Create workshops and develop technical skills with Chinese moving image Collaboration opportunities between international moving image organisation Maintain long-term relationships, mutual benefit and sustainable development
- 29. Our staff is our biggest asset WORKFORCE
- 30. OUR WORKFORCE EDUCATION Work with university students Collaboration with local communities DIGITAL PROGRAMS Digital storytelling & workshops PUBLIC PROGRAMS Ensure Accessibility of our exhibition & projects ASIA TOPA TEAM
- 31. OUR WORKFORCE EDUCATION PUBLIC & DIGITAL PROGRAMS EXHIBITION & COLLECTIONS Selection of artefacts and movies ASIA TOPA TEAM
- 32. OUR WORKFORCE EDUCATION PUBLIC & DIGITAL PROGRAMS EXHIBITION & COLLECTIONS MARKETING Communication with our target audiences ASIA TOPA TEAM
- 33. OUR WORKFORCE EDUCATION PUBLIC & DIGITAL PROGRAMS EXHIBITION & COLLECTIONS MARKETING STRATEGY & OPERATION Welcome our guests Facility management Finances ASIA TOPA TEAM
- 34. OUR WORKFORCE VOLUNTEERS With employment opportunities CULTURAL ADVISORS From local Asian communities
- 35. ACMI VALUES
- 36. Economic value Social value Artistic value Sustainability VALUES
- 37. Develop tourism Tap into Chinese and Indian audiences Promote Asia TOPA Ticketed events ECONOMIC VALUE
- 38. Build social cohesion between communities Develop Asia-Pacific communities Help shape screen culture Education, knowledge and celebration of culture identities and practices SOCIAL VALUE
- 39. Develop technical skills Collaborate on professional projects Capture artistic performance ARTISTIC VALUE
- 40. Building sustainability is one of ACMI’s main, long-term goals. SUSTAINABILITY
- 41. THANK YOU ACMI