Jeremy Sims' Last Cab to Darwin will be the first film to premiere under the new Independent Association of Australia initiative, My Cinema Premiere.
Both the initiative and the film’s involvement were announced by ICAA CEO Adrianne Pecotic at the opening of the ICAA Conference, held from 5-7 May at Dendy Opera Quays in Sydney.
My Cinema Premiere is an extension of ICAA’s hugely successful marketing platform, My Cinema, which was launched at the Conference last year.
Supported by Screen Australia’s Enterprise Growth program, My Cinema Premiere has been created to allow Australian cinema audiences – particularly in regional areas – the opportunity to enjoy the excitement and glamour of an exclusive premiere event.
The initiative is a branded series of special events and preview screenings designed to build audiences for select films in ICAA Independent Cinemas. Hosted around the country by ICAA, the aim is to provide participating member cinemas with a targeted marketing and communications program.
“Independent Cinemas represent 30% of the Australian national cinema market and 80% of regional,” said ICAA President, Scott Seddon. “In the last year, working together through the My Cinema marketing platform, we have had terrific success offering exciting national campaigns to independent cinema audiences. We have delivered greater box office success for films like Paper Planes, making independent cinema businesses more sustainable. The addition of My Cinema Premiere events will for the first time deliver a special event experience to patrons in many communities around Australia, especially in country areas.”
My Cinema Premiere screenings of Last Cab to Darwin will run from 30 July to 5 August, before it is released by Icon on August 6.
Michael Caton stars as a taxi driver from Broken Hill who is diagnosed with terminal cancer, and sets off across the country with the goal of seeing out the rest of his life on his own terms.
The film also stars Jacki Weaver and features breakout performances from Mark Coles Smith, Ningali Lawford-Wolf and Emma Hamilton.
Greg Hughes, CEO Dendy/Icon Group said, “My Cinema Premiere is an exciting new initiative and Icon Film Distribution is delighted to be ‘first cab off the rank’ with Last Cab to Darwin. Filled with hope, humour and heart, this moving Australian film and the My Cinema Premiere events to launch it will be supported with a dedicated package of additional content, point of sale materials; a chance for patrons to win a trip for two to Darwin valued at $5,000 and runner up prize packs worth $100.”
“We are thrilled to bring this new initiative to My Cinema sites all across Australia,” added Adrianne Pecotic CEO of ICAA. “Participating indie cinemas will be able to roll out the red carpet and bring the glamour and excitement of a premiere film event to their local patrons and VIPs. New digital technology means that a My Cinema Premiere preview screening will include exclusive interview footage and Q&A with the stars of “Last Cab to Darwin” no matter how remote the cinema location.”
Today’s announcement of My Cinema Premiere follows the successful launch in 2014 of ICAA’s My Cinema, a marketing platform that brings ICAA member exhibitors together with national promotions and strategic partnerships. Australian films feature in the My Cinema Premiere series with the support of the Screen Australia Enterprise Growth program.