Screen Australia celebrates cinema with blockbuster line up of films

Screen Australia invites all Australians to rediscover the wonder of the big screen this summer.

The Our Summer of Cinema campaign will promote a number of high-profile titles releasing theatrically, including The Dry (1 January), Penguin Bloom (21 January), High Ground (28 January) and Firestarter (18 February). Screen Australia in collaboration with each of the films’ distributors is creating a suite of marketing assets for cinema, broadcast, digital and social media channels. The campaign will be amplified by PR and exhibition support and complement the distributors’ comprehensive marketing campaigns.

Commencing on Boxing Day, with the launch of an in-theatre trailer, the Our Summer Of Cinema campaign will highlight the incredible line up of local films releasing and reinforce that Australian cinemas are open and ready for business. A national free-to-air TV campaign will follow in January.

Screen Australia Chief Executive Officer Graeme Mason said, “Looking at the rest of the world we are so fortunate to be able to go to the cinema and see some of our biggest stars including Eric Bana, Naomi Watts and Simon Baker, plus discover a new crop of incredible talent. With Australia’s great success containing COVID-19, cinemas across the country are open for us this holiday season. They are presenting exciting content including a standout selection of Australian films on their screens this summer. We hope Australian audiences will embrace these powerful films, featuring some of our globally celebrated actors, and once again immerse themselves in the big screen experience.

“There is no denying that this has been an incredibly challenging year for all including the entire screen sector. As distributors and exhibitors recalibrate for 2021, we have a terrific opportunity for the entire industry to come together and support showcasing Australian films in cinema to Australia. This campaign is made with the industry for industry to collectively get behind these films and remind everyone of the unique wonder of the cinema experience. Going to the cinema is the most popular cultural activity in Australia, according to the Australian Bureau of Statistics*, and this summer we need to work together for the return of big films to the big screen,” said Mason.

The campaign is a creative collaboration between Screen Australia and distributors Roadshow Films, Madman Entertainment and Icon Films. The campaign’s agency partners are Trace House (creative), OMD (media), NixCo (publicity) and (web design).

To view and share the Our Summer of Cinema trailer, please visit here

/Public Release. View in full here.