I am posting here and excerpt from our new volume: Film Festivals and Imagined Communities.
This is an exchange with Australian film critic and academic Adrian Martin on the matter of distribution entrepreneurship and cultural diplomacy, one of the areas explored in the book.
Dina Iordanova: ‘Like most other major territories,’ writes Sandy George in Screen International, ‘Australia has a clutch of festivals dedicated to spotlighting cinema from a single territory, of which the French, Italian and Spanish film festivals are the biggest’ (‘Spreading the Foreign Word’, 29 May 2009: 34). In the case of Australia, however, this seems to be an interesting case where cultural diplomacy and film distribution related to overseas cinema work together. According to George, the touring French Film Festival is organised by Alliance Francaise and the French Embassy, yet one-third of the thirty or so films that it showcases do have an existing local distributor attached, thus the event can be regarded as a specific distribution set-up. Distributors have been taking ‘a slice of all festivals receipts’ since 2006, she notes, and have recognised that festivals showings assists them in reaching out to wider audiences than the normal art house circuit. Jean-Jacques Garnier, the French Embassy’s cultural attaché, dubs as an artistic director for the festival (George 2009). Apparently, there are also a German, an Italian, and a Spanish film festival, all of which seem to tour the same range of cities (Sydney, Canberra, Melbourne, Adelaide, Perth, Brisbane), thus covering the territory with an array of nationally-themed film festivals, all quite highly placed within the ‘vertical mosaic’ of festivals here. I was struck to discover the advanced level of coordination of these festivals. It is only here that we so regularly see national film festivals that are listed as ‘touring’; they always seem to go to the same set of cities, and they all seem to have a web-site that is set up in a uniform way (e.g. Spanish Film Festival; Italian FF, Greek FF). So I wonder if there is any special cultural policy context in which this is taking shape with such uniformity? Admittedly, we have got some varieties of this in the UK (e.g. French Film Festival and Italian Film Festival, run by the same group, that go to a selection of cities) but ‘touring’ here usually involves a combination of mixed cities, whoever has come on board, really, rather than a showcase systematically covering the big cultural centres, whereas in the Australian case it always seems to be a cluster of the same cities. Would you like to comment about this observation?
Adrian Martin: Yes, the situation of the touring national film festivals is peculiar to Australia, and for a very specific reason. It all has to do with a distribution/exhibition company called Palace, which has been running since at least the 1980s and is still essentially a ‘family business’ run primarily by husband (Antonio Zeccola), wife, and their grown-up kids at various levels of the organisation. Palace is among the few surviving ‘independent’ distributor-exhibitors of the twenty-first century scene in Australia, partly through savvy business sense and also through their various deals with the major commercial distributors. Palace has managed to extend into several states of Australia. Hence the spread of state-venues you have noted. Palace has always had a strong connection to (mainly European and ‘old school’) art cinema. Their exhibition venues are known to the public as ‘boutique’ or ‘arthouse’ cinemas, and the actual programming mixes typical arthouse fare (Haneke, French comedies, Jarmusch, etc.) with films from the majors like Tarantino and suchlike.
So, Palace has always been involved — as a matter of Italo-Australian national pride, partly! — in certain high-profile festival-events that are very successful for them: especially Italian and French. This goes back (in my recollection) at least to the 1990s. Palace have a technique that works well for them: when they programme these festivals (by sending their own reps to Italy and by having contacts with the likes of Unifrance), to avoid problems with booking and availabilty of prints over the entire haul of the national tour around Palace cinemas, they actually buy the rights to about a dozen of these films. So they have one or two 35 mm prints that screen really only for the duration of the event (and afterwards can be made available for Australian cinematheque and other special screenings). A year or so later all the films are released on Australian DVD (‘bare bones’ style, subtitled in English but with no extras) in a ‘box set’ called something like ‘Italian Film Festival 2008’. Palace also have a relation to a music-publishing company, so there are also CDs that help to promote these events, e.g. ‘Soundtrack to the French Film Festival’, which is usually just a lot of current pop tunes with little relation to the films! But the CD sells well with the ‘world music’ crowd in Australia.
Now we come to the next part of this process, which has been occurring in recent years. Palace does its own festivals, but it also ‘hosts’ others, responding to advances from small cultural groups in the Australian, Spanish, German and other communities: a Spanish group named ‘Filmoteca’ (a monthly film society), for instance, or the Goethe-Institut. Palace becomes a partner in programming these events, sourcing prints and doing promotions and sets up the national touring, which is the big drawcard for these small groups. Palace has a say in how the event unfolds. If it has just bought, for example, The Baader-Meinhof Complex (Uli Edel, Germany, 2008) or some other new high-profile title, it will propose that it is the showcase Opening Night presentation in the German Film Festival, and Palace will bring down the actors and/or director for promotional purposes.
To sum up, this whole phenomenon is not at all a ‘cultural policy’ initiative of governments (although some of the small ethnic-interest cultural groups I have mentioned may receive various government subsidies – but nothing like what it takes to do a national film tour). It is purely an ‘enlightened business initiative’ by a company that itself started as a small, independent business and has held on to some of its cultural goals to showcase international art cinema — even if still in fairly mainstream terms.