Aussie film productions set to capture 59% of viewers

Audiences the world over have enjoyed iconic Aussie landscapes as backdrops for some of the most successful movies ever – from Crocodile Dundee and Mad Max to Baz Luhrmann’s Australia and The Great Gatsby.

Now, new research reveals that it’s those very backdrops that draw Australian audiences to locally produced films – but not for the reasons many might assume. New research from Stage and Screen reveals the potential to bolster the economy, jobs market and opportunities for homegrown talent far surpasses cultural pride of seeing Australia on the big screen.

Following a challenging two years that saw an end to pandemic-induced production highs, alongside US industrial action that paused blockbuster filmmaking around the globe, the strong grassroots support in Australia – backed by the Federal Government’s decision to almost double Location Offset rebates to 30 per cent for big-budget movies films – is a significant win for the local screen industry.[1][2][3]

Stage and Screen – a boutique travel management subsidiary of Flight Centre Travel Group (FCTG) specialising in the creative, retail, sports and entertainment industries – commissioned the survey of an independent, nationally representative panel of 1000 Australian adults to find out if an Australian cameo in productions would attract more viewers.

An overwhelming 59 per cent of Australians say movies with a local backdrop have more appeal than those showcasing international locations. Economic wins were the number-one reason for this support (69%), followed by raising Australia’s profile as a world-class film production destination (46%) and giving local talent a leg up into Hollywood films (45%).

By comparison, showcasing Australian stories, settings and Indigenous heritage rated lower (16%), followed by behind-the-scenes intrigue such as personal connections with familiar places or curiosity about the filming process (9%).

Youngest movie buffs are top supporters

The youngest generation aged 18-24 were most likely to be attracted to movies shot in Australia (68%), followed by 35-44-year-olds (63%). While support was still high among 55-64-year-olds (57%) and those aged 65+ (56%), these age groups were also least likely to be swayed by a film’s location (40% and 42% respectively).

For all generations, economic benefits were the top priority with older people clearly leading the way – 82 per cent for 55-64 –year-olds and 76 per cent for 65+.

Support is high where studios lie

Support was highest in Western Australia (62%), where a new world-class facility for major film and TV productions is scheduled to open next year.[4] Support was also high in NSW and Queensland (equal 61%), both of which have first-class facilities. NSW is home to Disney Studios, the largest film and television production centre in the southern hemisphere.[5] Queensland has three studios, including Village Roadshow Studios on the Gold Coast, Screen Queensland Studios in Brisbane and a newly opened Screen Queensland facility in Cairns.6 In Melbourne, Docklands Studios recently added Stage [6] – a 40,000 square foot super stage – to its facility.[7]

Survey responses:

ENDS

About Stage and Screen

Stage and Screen is a leading provider of specialist travel management solutions for the sports, entertainment and creative industries. Founded in 1995 and acquired by Flight Centre Travel Group in 1999, Stage and Screen offers bespoke travel services, group travel packages, and artist management solutions to clients worldwide. Stage and Screen is dedicated to delivering exceptional service and personalised support to meet the unique needs of each client. It has offices in Sydney, Melbourne, Brisbane, Auckland, Los Angeles, New York, Toronto, Vancouver and Cape Town. In 2023, Stage and Screen was certified as a Great Place to Work and was honoured with the Most Outstanding National Travel Management Company award at the Australian Travel Industry Association’s National Travel Industry Awards 2023.

[1] Drama report 2023/24 – Reports and discussion papers – Reports and key issues – Fact Finders – Screen Australia

[2] SAG-AFTRA Members Approve 2023 TV/Theatrical Contracts Tentative Agreement | SAG-AFTRA

[3] Tax rebates for film and television producers | Office for the Arts

[4] Perth Film Studios – Ausfilm

[5] Disney Studios Australia – Ausfilm

[6] Home | Screen Queensland Studios

[7] Docklands Studios Melbourne – Ausfilm