That's just what this country needs: another film that's a flop at the flicks: a PR perspective on the success of home-grown films at the Australian box office

This thesis examines one of Australia’s most divisive and dynamic cultural debates in recent years: Australian cinema’s disconnect between filmmaker and audience, and how it is impacting the success of Australian films at the local box office. ❧ In 2013, Australian films’ share of the local box office was 3.51 percent, well below the 34‐year average of 6.89 percent and a far cry from the 11.49 percent average in the 1980s (Screen Australia, “Share”). The author believes that more can be done to improve Australian films’ share of the local box office and return the industry to its glory days. ❧ In this thesis, the author will study the Australian film industry landscape through a public relations lens to determine what strategic PR can do to help encourage more Australian audiences to see Australian films at their local cinemas. ❧ While Australia is well known for its cinematic talents and its screen stories have earned an important place in the country’s national identity, the success of home‐grown films at the local box office is threatened by a number of internal and external factors. ❧ Three of the key issues affecting the success of Australian films at the local box office, as determined by the author through primary and secondary research, are the domination of big budget U.S. films, the negative public perception toward Australian films and ineffective marketing and PR strategies weakening Australian films’ ability to compete in the marketplace. ❧ In response to these issues, the author provides six strategic public relations recommendations to encourage more Australian audiences to see home‐grown films at the box office: 1) emphasise the “critical element” of each film; 2) utilise social media and content marketing; 3) create Australian film advocates; 4) start marketing and PR efforts early; 5) craft mainstream messages; and 6) create a comprehensive, dynamic campaign to dissipate the negative public perception of Australian films. ❧ It is the author’s hope that these recommendations might have an impact on the success of Australian films at the box office; however, they are only one part of the equation. The author calls on the Australian film industry to recruit talent from all areas of expertise—marketing, distribution, production, funding, exhibition and filmmaking—to contribute their own skill and knowledge to find a comprehensive and coordinated solution to the country’s box office dilemma. ❧ Ultimately, it is the author’s hope that public relations can play a key role in improving the success of Australian films at the local box office to rebuild an industry that Australian audiences are proud to call their own.