BCM331 ESSAY 1

The Australian film and media content over the years has had its ups and downs. Through the golden ages till now, media in Australia has evolved in technology but failed to capture the glory of the golden years of Australian cinema and media. In this essay I will discuss topic areas of Market failure, the funding and protection of Australian media content. But also draw upon ideas from the lecturers as well.

Over the last few decades the funding for films in Australia has seen some major changes in how funding for films is acquired. The main Australian funding for films and media all run through Screen Australia. Direct funding from government agencies, principally the film finance corporation Aus, again became the major source of finance in the 1990s. Screen Australia is the combination the AFC and Film Australia. Reports from 1988-2008 acclaim that FFC invested $1.345 billion in 1,165 AUS film and television productions only for a total return of $274 million therefore the cumulative return of Negative 80%. This is major contributor to why screen Australia aren’t investing major productions into films. Instead look to foreign film companies such as Disney (MARVEL) to shoot there films In Australia. (Ryan M. 2014) exclaims the reason for the negative returns is because of the lost relationship between the government, filmmakers and in the Audiences. Hence why the Australian government opts for foreign investor’s and films to be shot in here as it creates thousands of jobs but more importantly Screen Australia know that they be getting a positive return on investments. This is a prime example of why Australian film industry will never grow, as the government is not giving the resources for filmmakers to create our own culture.

Another significant part of the film industry in the marketing, more specifically how the Australian market has failed. One main reason why the Australian industry has failed in more recent times is because the Australian audiences don’t like to watch Australian Films. Australian Films were built on the male national Identity such a crocodile Dundee and the braveness of the troops in Gallipoli. However these films were during an age in which Australian films were globally cherished and loved everywhere. But through this stigma of films made in Australia, the Film industry has adopted the tropes of typical traits of a White Australian male (Bogan). This made it practically hard when marketing in Australia, as the country is so diverse and multicultural its difficult to represent one nation. If you look at films from overseas, they appeal too a much larger audience making it more profitable and relatable. (Laboto, 2009) Highlights the indifferences and segmentation of film and the audience. How the film industry hasn’t taken into cadence the majority of the nation. As spoken about in tutorials Instead of focusing on strictly relating to your audience, major companies opted to make films entertaining so that everyone can enjoy. Not only do the company’s make more capital but also they expand their scope of target market as there films are catered for a wider audience. If the Australian Film Industry wants to build a thriving culture down under they need to look at other markets and see what they are doing. We then can hopefully create a thriving culture down under and make films that even Australians audiences will love plus watch.

The term Ozploitation is term that represented the diverse nature of the 1970s-80s. during this period saw a rise in major Australian genre filmmaking.During the 90s Australia became very experimental with there films. Knowing that many companies weren’t seeing any major returns from there films, film makers started to switch to genre filmmaking which is “ Functions as a blueprint for industry production, a marketplace label for advertising and distribution and viewing contract informing the audience consumption. “ Basically it acts as a guideline of how to understand film as text. Usually its associated with commercial film making, but is contrasted with ‘ prestige’ or ‘ art house’, specialty or quality cinema.

Exploitation films are closely linked too Ozplotation. Eploitation of film are created to make a quick profit in the industry. The article from Mckee, A Collis exclaims, “Ozploitation limits analysis of genre movies to the narrow confines of exploitation or trash cinema and obscures more important discussion of how Australian cinema engages with popular movie genres, the idea of Australian filmmaking as entertainment, and the dynamics of commercial filmmaking practises more generally.” She Highlights the growing changes in content in Australia especially in the genre films, has led to making Australian film making valuable as the aspect of going out of the frameworks has seen success in local avenues however it limits the further aspirations of specific genre films in Australia.

Furthermore like I’ve mentioned in my other points, Australia needs to distinguish itself from past successes. As during those time periods culture, community’s and people were vastly different. What may have worked then might not work now. As you can see as well in previous paragraph the industry itself hasn’t overcome the Finical problems or the identity crisis is faces. As soon as we create our own Industry students and filmmakers will thrive, not because of just the funding’s but the amount of talented artist waiting to produce incredible films.

 

 

 

 

 

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