The Intersection of Brand Partnerships in Australian Feature Filmmaking

Abstract

In this paper I explore the advantages, potential compromises and ethical considerations that arise when Australian filmmakers collaborate with brands and commercial partners. Hollywood studios have infused films with actual brand label products for more than a century. Branded content has now permeated into a variety of entertainment platforms, and brands such as Red Bull, Toshiba, Intel, and, Samsung General Electric increasingly serve as quasi-studios and modify traditional models of financing and distribution. Concurrently, the acceptance of branded content is growing as film festivals increasingly include viral and branding formats into their catalogues for exhibition. In 2016, the respected Tribeca International Film Festival introduced the Tribeca X Award to celebrate collaborations between filmmakers and brands. In Australia, branded entertainment is not new to the media landscape but rarely factors in feature film financing. With the Federal Government’s gradual cuts to Screen Australia’s direct funding schemes, Australian filmmakers need to be innovative and resourceful, and when the right project presents itself, perhaps consider partnering with brands. With such an increasing intersection between brands and Australian filmmakers, this paper examines the complex issues and challenges surrounding the advantages and disadvantages that can be gained from commercial brand partnerships.