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The problems of an international-Australian film
Balibo
Dr Steve Gaunson
Australian Cinema, COMM1033, RMIT University
Distribution is an important part of
international-Australian cinema
“Cinema is one of the major institutions of
internationalism and/or cosmopolitanism in Australian
culture, yet Australian film policy has been habitually
discussed, and Australian film history customarily
formulated, within a culturally nationalist framework…
The founding presumption and conclusion of this
approach — the doomed, romantic struggle of Australian
film produces — limits the definition of the Australian
cinema industry to its smallest and least powerful
section, production, at the expense of incorporating
distribution and exhibition”.
— Mike Walsh, 2007
Good film ≠ good box office
Smart distribution = good box office
Ruth Harley (then) CEO Screen Australia, 2008
The distributors know their business, that they know what to
spend on the release of any particular film and they know that
because they’ve got an expectation of box office and an
expectation of ancillary rights. So I’m not inclined to think that
Screen Australia should meddle in that business model.
Balibo was a box-office failure
• Budget: $4.8m
• Opening weekend:
$206,290
• Overall Box office:
$1.3m
• needs $6m to break
even
• What happened?
206290
1300000
6000000
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Opening Overall Required
Balibo – Box Office
Balibo did everything required:
Major Awards and Screenings
• Brisbane International Film Festival
(2009)
• IF Productions Pty Ltd (2009)
• London Film Festival (2009)
• Melbourne International Film Festival
(2009)
• Pusan International Film Festival (2009)
• Toronto International Film Festival
(2009)
• AWGIE Awards (2010)
• Critical success:
– Positive reviews
– Good word of mouth
– International distribution
AFI - 10 nominations (wins 5)
• Best Supporting Actor
– Oscar Isaac
• Best Lead Actor
– Anthony LaPaglia
• Best Screenplay, Adapted
– Robert Connolly
• Best Achievement in Editing
– Nick Meyers
Successful Australian Films in 2009 – the year of Balibo
14,991,787
10,643,250
7,588,162
3,857,7433,188,931
1,300,000
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
Box-office
Box-office
• Balibo’s problem was its distribution in various
exhibition fields
– In some places - it played in multiplexes
– In others - it played in independent cinemas
• Its national opening was simultaneous – not
staggered
• Relied on auto-piloted press and promotion
• Failed to consider DVD and online arenas – as
much as theatrical ones
Aug. 6–9 Aug. 13–16 Aug. 20–23 Aug. 27–30 Sept. 3–6 Sept. 10–13 Sept. 17–20
Screens 14 23 25 33 35 49 46
Weekly BO $28,525 $171,654 $123,064 $110,053 $72,250 $92,536 $55,892
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
AxisTitle
Balibo
Australians involvement in the ‘myth’
of International place
Doesn’t explain why place is important
‘international’ doesn’t automatically mean extra
box office

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Balibo: International-Australian Film

  • 1. The problems of an international-Australian film Balibo Dr Steve Gaunson Australian Cinema, COMM1033, RMIT University
  • 2. Distribution is an important part of international-Australian cinema “Cinema is one of the major institutions of internationalism and/or cosmopolitanism in Australian culture, yet Australian film policy has been habitually discussed, and Australian film history customarily formulated, within a culturally nationalist framework… The founding presumption and conclusion of this approach — the doomed, romantic struggle of Australian film produces — limits the definition of the Australian cinema industry to its smallest and least powerful section, production, at the expense of incorporating distribution and exhibition”. — Mike Walsh, 2007
  • 3. Good film ≠ good box office Smart distribution = good box office Ruth Harley (then) CEO Screen Australia, 2008 The distributors know their business, that they know what to spend on the release of any particular film and they know that because they’ve got an expectation of box office and an expectation of ancillary rights. So I’m not inclined to think that Screen Australia should meddle in that business model.
  • 4. Balibo was a box-office failure • Budget: $4.8m • Opening weekend: $206,290 • Overall Box office: $1.3m • needs $6m to break even • What happened? 206290 1300000 6000000 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 Opening Overall Required Balibo – Box Office
  • 5. Balibo did everything required: Major Awards and Screenings • Brisbane International Film Festival (2009) • IF Productions Pty Ltd (2009) • London Film Festival (2009) • Melbourne International Film Festival (2009) • Pusan International Film Festival (2009) • Toronto International Film Festival (2009) • AWGIE Awards (2010) • Critical success: – Positive reviews – Good word of mouth – International distribution AFI - 10 nominations (wins 5) • Best Supporting Actor – Oscar Isaac • Best Lead Actor – Anthony LaPaglia • Best Screenplay, Adapted – Robert Connolly • Best Achievement in Editing – Nick Meyers
  • 6. Successful Australian Films in 2009 – the year of Balibo 14,991,787 10,643,250 7,588,162 3,857,7433,188,931 1,300,000 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 Box-office Box-office
  • 7. • Balibo’s problem was its distribution in various exhibition fields – In some places - it played in multiplexes – In others - it played in independent cinemas • Its national opening was simultaneous – not staggered • Relied on auto-piloted press and promotion • Failed to consider DVD and online arenas – as much as theatrical ones
  • 8. Aug. 6–9 Aug. 13–16 Aug. 20–23 Aug. 27–30 Sept. 3–6 Sept. 10–13 Sept. 17–20 Screens 14 23 25 33 35 49 46 Weekly BO $28,525 $171,654 $123,064 $110,053 $72,250 $92,536 $55,892 $0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000 $200,000 AxisTitle Balibo
  • 9.
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  • 11. Australians involvement in the ‘myth’ of International place
  • 12. Doesn’t explain why place is important ‘international’ doesn’t automatically mean extra box office

Editor's Notes

  1. ‘international’ isn’t always good — needs to appeal to Australians ‘Denationalisation’ = bad marginalized national knowledge is also problematic Balibo becomes a history lesson — but do Aussies care?
  2. Production also doesn’t concentrate on exhibition and distribution
  3. Continuing problems of Screen Australia: Should promote self-distribution or non-theatrical distribution as valid release methods that would benefit from funding assistance. Should publish case studies of successful and imaginative distribution campaigns Shouldn’t exploit the myth of ‘film piracy’ – to limit where and how Australian films can seen Shouldn’t ignore inflated ticket prices as a deterrent to visit the cinema
  4. Staggered release are important: Open on fewer screens Find release in non-competitive times (These Final Hours) Build word of mouth Create overseas buzz
  5. Connolly has limited his films to screens
  6. How is the film establishing itself as ‘international’ – and using that to market itself positively Film needs to answer: why is the ‘international’ important to ‘national’