Radha Mitchell and Odessa Young in Looking for Grace
The Independent Cinemas Association of Australia has launched 'My Cinema Select', which aims to increase audience access to limited release Australian and independent films in regional areas.
Palace's Looking for Grace and Transmission's Brooklyn will be the first two films to participate in the program.
“Lower marketing budgets and limited release patterns often restrict regional audience access to quality features until well after they are available in metropolitan areas – if they are released in regional cinemas at all", ICAA CEO Adrianne Pecotic said. "My Cinema Select will enable a series of preview screenings giving audiences the opportunity to see these films at or before release, and give our industry the ability to both promote and assess the appetite for a wider release of more diverse films and documentaries to discerning audiences throughout Australia”.
My Cinema Select will build on the My Cinema – The Heart of the Community marketing platform and the My Cinema Premiere initiative for independent cinemas, which were used to promote the likes of Last Cab to Darwin and Paper Planes last year.
“My Cinema Select is the latest of our initiatives under the My Cinema banner which we hope will be successful in increasing admissions and box office for upmarket and limited release films at member cinemas, as well as supporting broader regional access to limited release Australian films", Pecotic said. "These advance previews of featured titles and the word of mouth generated will create anticipation and enhanced profile within regional communities for limited release films that capitalises on national publicity, press and reviews on release date”.
ICAA member cinemas will participate in My Cinema Select screenings of Looking for Grace on Australia Day, Tuesday January 26, concurrent with the national release date. The screenings will include a special 10-minute behind the scenes look at the Sue Brooks film, shot on location during production in WA.
Screen Australia Enterprise Funding assisted the inclusion of Australian films in the My Cinema Select program.