A shift is underway in the world of film financing. Where filmmakers once went to production houses to secure financing, they’re now approaching (and succeeding) with brands directly financing their projects.
As traditional screen agency funding becomes more strained and competitive, filmmakers are faced with a widening gap between available support and creative ambition.
But this new model has the potential to pay dividends for both the filmmaker and the brands alike.
This change is set to be explored at the new Cairns Crocodiles Film & Screen Track.
Marketers and brands are now being brought into the conversation alongside networks and streamers, as early as the point of greenlight. They help bridge the funding gap, whilst also ensuring projects are being developed with audience engagement and distribution channels built in at the beginning.
Australian director, cinematographer and screenwriter, Warwick Thornton is set to speak on the Visionaries behind the Vision panel. He has said that cinema is simply another stage of storytelling tradition.
“The film isn’t invention,” he says. “It’s continuation. The medium changes. The responsibility doesn’t. Stories disappear when memory disappears. Film holds them so the next generation doesn’t start from silence.”
In Berlin earlier this year Thornton spoke about funding and the power of his latest film Wolfram.
“Sometimes I watch the ending of the film and it makes me cry. Not because it’s sad, but because it exists. And you know what, maybe this is this black fella humour in me, but Australia gives me money for me to make films, and I make films about how messed up the country was, as I said, the genocide, the stolen generations, and they still let me back in and they keep giving me more money- to tell our Truth! I mean how good is that?”
Interviewing both Warwick Thornton and cinematographer Toby Oliver will be the senior media executive and NITV acquisitions manager Anusha Duray.
“I’m looking forward to delving into this conversation with Warwick and Toby at Cairns Crocodiles – an opportunity to share ideas, challenge thinking and connect with new audiences,” said Duray.
“First Nations storytelling is the beating heart of Australia’s screen identity, grounded in cultural reflection and authenticity. We’re harnessing the moving image to convey our unique point of view and to reach audiences in a globalised screen industry. While opportunities are increasing, so are the expectations to embrace new ways of storytelling. We must maintain our ability to explore innovation, and lead our own creative aspirations.”
More of these tensions and opportunities are set to be explored throughout the day, in the Marriage of Screen and Marketing panel at this year’s Cairns Crocodiles, presented by Pinterest. The panel will feature Erin Moy, alongside Gavin Merriman, strategic brand and marketing leader, Jaguar Land Rover and Louise Schultze founder/executive producer, Australian Production House as well as Rhanna Collins, head of commercial, brand and digital at NITV.
The quad will also consider whether closer collaboration between filmmakers, platforms and brands can help de-risk production, leading to better outcomes for everyone.
Erin Moy, founder of global production company and creative studio Entropico said: “It’s an interesting time where very clever brands are moving in from the content scaffolding to become the culture”
“and longform storytelling is a key part of that.” Moy added.
“Emotional depth, continuous story worlds, and deep audience buy – in offer a lot of value for brands.”
“The opportunities in Australia in terms of state and federal production and tax incentives, commissioners valuing ‘local for global’ storytelling, and the focus of many brands on hyper localisation and authenticity means we are entering a very exciting period of collaboration in these spaces,” contiued Moy.
The Film & Screen track is powered by Irresistible Magazine and was curated alongside a cross-sector advisory group spanning television, film, production, media and marketing.
Cairns Crocodiles, presented by Pinterest, is set to take place from Tuesday May 12 to Thursday May 14.
