Indian films have outperformed local films at the Australia
A new report by Nick Hayes, released ahead of AIMC, reveals a historic shift:
Films in Hindi, Telugu, Tamil, and other Indian languages have overtaken Australian releases at the local box office — a first for any English-speaking market. This shift highlights the importance of audience development in film marketing, as Indian titles have surged from $32.5 million in 2021 to an estimated $50 million this year. In contrast, Australian films have dropped from $54.2 million to $16.8 million over the same period. “Australia is now the first major English-language market where a non-Anglophone sector has outperformed the national industry on home soil,” says Nick Hayes.
Indian films have outperformed local films
at the Australian box office over the past five years By Sandy George
Since 2021, Indian films have significantly outperformed independent Australian films at the Australian box office, achieving a remarkable one-third advantage, as highlighted by exhibition consultant Nick Hayes in his analysis of the country’s independent film market. In total, 1,013 Indian films released during this period have grossed US$101.7 million (A$155.4 million), while 341 Australian titles have only reached US$69.2 million (A$105.7 million). This trend underscores the importance of effective film marketing and audience development strategies for local filmmakers, as indicated by figures from the Australian Bureau of Statistics and Numero.
if.com.au
Indian cinema now consistently outperforms Australian film at the local box office.
A shift highlighted in a new report underscores the importance of audience development among diaspora audiences and reveals a gap in national screen policy. The report, titled Australia’s Audiences Speak Many Languages, But Its Screens Don’t (Yet), is authored by film executive Nick Hayes – whose career includes notable positions at Umbrella, Icon, and Dendy. It explores the success of Indian cinema in Australia and identifies significant growth potential for other non-English films, emphasizing the role of effective film marketing in reaching these audiences.
The report states, “Australian box office tells a story of opportunity hiding in plain sight.” It notes that while one in five Australians speaks a language other than English at home, fewer than one in ten cinema tickets are sold for non-English titles. This gap is not a result of cultural apathy but rather reflects market design.
if.com.au
“Audience-driven” is not a dirty word: How to build reach for films from development to release
“The taxpayer has invested millions of dollars in Australian films. If no one’s actually hearing about them, is that a good return on investment?” This question, raised by Nick Hayes, the former head of sales and acquisitions at Umbrella and Icon, during a Sydney Film Festival panel focused on audience development and maximizing film reach, highlights a critical issue.
Hayes lamented that marketing often becomes the first line item cut to accommodate other production elements. Without essential marketing assets such as social media content, key art, and stills, distributors face challenges in effectively targeting interested audiences.
He praised the New Zealand Film Commission’s approach to film marketing and distribution grants, suggesting that Screen Australia could enhance its support in this area.
Ultimately, he urged filmmakers to prioritize marketing by stating: “Sacrifice that one VFX shot to ensure you’ve still got a robust marketing campaign for your film.” Speaking alongside Hayes, the chief of Screen Australia...
