MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT

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MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
MELBOURNE
QUEER FILM
FESTIVAL 2017
PARTNER REPORT
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
THANK YOU.

MQFF OPENING NIGHT PARTY AT ACMI
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
Thank you

                                                                            T
space, where the film’s director, Justin Kelly, chatted with audienceImembers.
                                                                                he 2017 Melbourne Queer Film Festival

                                                                                    This kicked off our program of
                                                                       Am Michael followed by a party in ACMI’s
                                                                                                                          the criminalising of LGBTIQ people. The
The 2017 Melbourne Queer Film Festival kicked off with conversation-starter I Am Michael followed by a party in ACMI’s exclusive Gallery 1
                                                                         kicked off with conversation-starter          ACMI Bar & Café provided a Festival hub
                                                                                                                          98 cinema screenings and 20
                                                                                                                       with DJs, post-film celebrations and a
special events. Our 2017 program resonated with audiences and attracted         solid  box  office   results.  We
                                                                     exclusive Gallery 1 space, where the film’s   remain   committed
                                                                                                                       heartwarming       to offering
                                                                                                                                      pop-up          a diverse
                                                                                                                                              performance   by the
program and ensuring LGBTIQ lives, histories and futures are celebrated
                                                                     director,on  screen.
                                                                               Justin Kelly, Top  films
                                                                                             chatted  withthis year represented
                                                                                                            audience               the and
                                                                                                                       Melbourne Gay     diversity ofChorus.
                                                                                                                                             Lesbian  the LGBTIQ
spectrum: Tomcat, The Intervention, Kiki, The Pass and crowd-favourite      A Date
                                                                     members.    This for Mad Mary,
                                                                                      launched           as well
                                                                                                 a program        as the Girl on Girl, Transformations and
                                                                                                              of more
Australian Shorts programs. We also offered a new experimental program
                                                                     than 100 and    a popular
                                                                               screenings         retrospective
                                                                                            and special                I’m pleased
                                                                                                           events program           to say that
                                                                                                                              celebrating       MQFF
                                                                                                                                             queer    is well
                                                                                                                                                    cinema
pioneers.                                                            that educated, entertained and celebrated         positioned for a  dynamic future. We have
                                                                     the LGBTIQ community. Attracting solid box attracted new audience members, grown
                                                                                                                     our marketing channels and implemented
We continued our passionate support of local filmmaking with: Out office
                                                                     of theresults the top
                                                                             Closets,      performers
                                                                                        Into            this year
                                                                                              The Streets,     about Melbourne’s     pioneering LGBTIQ
                                                                                                                     a fresh new brand capturing the spirit
                                                                     represented the diversity of the LGBTIQ
activists; our bold Centrepiece presentation Pulse, which provided a   platform for its filmmakers to connect with         local  audiences;     the sold-out
                                                                                                                     of the Festival. We have grown    existing
                                                                     community: Tomcat, The Intervention, Kiki,
Australian Shorts and Awards presentation; and industry and community        workshops.
                                                                     The Pass, crowd-favourite A Date for Mad        sponsorships and developed new
                                                                     Mary, and the Girl on Girl, Transformations     partnerships, which have diversified the
We spilled out of the cinemas this year with an experiential screening   of local  short film  Adult  at  Testing
                                                                     and Australian Shorts programs. We are        Grounds   inoutlook.
                                                                                                                     Festival’s  a specially
                                                                                                                                         MQFFdesigned
                                                                                                                                                 has recently
installation, Q&A’s with Justin Kelly and with the Pulse team, panelscommitted
                                                                       exploringto marriage
                                                                                    screening aequality,             revised  our mission  – to engage
                                                                                                           coming out in the digital age, John Waters,
                                                                                                 range of stories                                       the     and
the criminalising of LGBTIQ people. The ACMI Bar & Café providedand    a Festival   huband
                                                                          experiences    with
                                                                                            thisDJs,
                                                                                                 year post-film   a communityand
                                                                                                      introducedcelebrations      withathe best LGBTIQ content
                                                                                                                                        heartwarming      pop-upin
performance by the Melbourne Gay and Lesbian Chorus.                 new experimental program and continued          order to educate, entertain, and celebrate
                                                                     a retrospective program celebrating queer       diversity – and we are in a strong position to
                                                                     cinema pioneers.                                continue to achieve this.
I’m pleased to say that MQFF is well positioned for a dynamic future. We have attracted new audience members, grown our marketing channels
and implemented a fresh new brand capturing the spirit of the Festival.    We have
                                                                     We continued   ourgrown   existing
                                                                                        passionate       sponsorships
                                                                                                    support of          andlike
                                                                                                                   I would    developed
                                                                                                                                to thank allnew
                                                                                                                                            of ourpartnerships,
                                                                                                                                                    Partners,
which have diversified the Festival’s outlook. MQFF has recently revised      our mission   – to engage    the
                                                                     local filmmaking with: Out of the Closets, community
                                                                                                                   Sponsors with
                                                                                                                              and the  best  LGBTIQ
                                                                                                                                   Advertisers  for      content in
                                                                                                                                                    supporting
order to educate, entertain, and celebrate diversity – and we are in Into
                                                                      a strong   position
                                                                          The Streets,    to Melbourne’s
                                                                                       about  continue to achieveMQFF.
                                                                                                                     this. Your commitment to joining
                                                                     pioneering LGBTIQ activists; our bold          with us to celebrate the diversity of our
I would like to thank all of our Partners, Sponsors and Advertisers for supporting
                                                                     Centrepiece       MQFF. Your
                                                                                   presentation    Pulse,commitment
                                                                                                          which     communities
                                                                                                                    to joining withis vital
                                                                                                                                        us totothe MQFF’s success.
                                                                                                                                                celebrate   the
diversity of our communities is vital to the MQFF’s success.         provided   a platform for its filmmakers to
                                                                                                                    On a personal note, after two wonderful
                                                                     connect with local audiences; the sold-out
                                                                                                                    years, I will be saying farewell to MQFF in
                                                                     Australian Shorts and Awards presentation;
On a personal note, after two wonderful years, I will be saying farewell  to MQFF in my capacity as Executive       my Director.
                                                                                                                        capacity as It Executive
                                                                                                                                       has trulyDirector.
                                                                                                                                                    been an It has
                                                                     and industry and community workshops.
amazing experience to deliver the past two Festivals and I have been inspired by all of the people who contribute   truly beensoanmuch
                                                                                                                                    amazing to MQFF.    Thank
                                                                                                                                                experience       you
                                                                                                                                                           to deliver
and I hope to see you at MQFF2018.                                   We spilled out of the cinemas this year        the  past two  Festivals   and I have been
- Dillan Golightly, Executive Director                               with an experiential screening of local        inspired by all of the people who contribute
                                                                     short film Adult at Testing Grounds in a       so much to MQFF. Thank you and I hope to
                                                                     specially designed installation, Q&As          see you at MQFF2018.
                                                                            with Justin Kelly and with the Pulse team,
                                                                                                                          - Dillan Golightly, Executive Director
                                                                            panels exploring marriage equality, coming
                                                                            out in the digital age, John Waters, and
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
12             4            136                     AT A
 DAYS         VENUES
              ACMI, Kino,
             Cinema Nova
                              FILMS
                                from
                            29 countries
                                                      GLANCE
    6            32             17

                                                                     33%
AUSTRALIAN    MELBOURNE       SPECIAL
PREMIERES     PREMIERES       EVENTS

                                                                     MORE SESSIONS (84
                                                                     IN 2016,   112 IN 2017)

                                                                     12%
                                                                     MORE FEATURE FILMS
                                                                     (57 IN 2016,   64 IN 2017)

                                           FESTIVAL GUEST JUSTIN KELLY IN CONVERSATION
                                           WITH JOURNALIST STEPHEN RUSSELL
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
21,000
 PEOPLE ATTENDED

14,000
  TICKETS SOLD

                   PARTICIPANTS AT MQFF 2017 INDUSTRY DAY
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
Adult experiential
                           screening at
                   TESTING GROUNDS

                                Special screening of Out

PROGRAM
                                  of the Closets, Into the
                                    Streets exploring the
                             history of the gay liberation
                                movement in Melbourne

HIGHLIGHTS
             Melbourne Gay & Lesbian
             Chorus live at ACMI
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
Centrepiece Presentation:
                             Melbourne premiere of Australian
                                  film Pulse. The film’s director
                               (Stevie Cruz-Martin) and writer/
                              actor Daniel Monks were guests
                                                 of the festival.

Opening Night:
Screening of I
Am Michael with
introduction from
Festival guest
director Justin
Kelly followed by
party at ACMI

           Closing Night:
         Women Who Kill
         followed by party
                  at ACMI
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
CHAMPIONING FILM
MQFF AWARDED THE FOLLOWING PRIZES IN 2017

           MQFF AWARDS

                                           City of Melbourne Award for the Best          Film Victoria Award for Best
                                           Australian Short Film - $3,000: Goran        Director, Australian Short Film -
                                           Stolevski - You Deserve Everything          $1,000: Jamieson Pearce - Adult

         Shaun Miller Lawyers Award for                                                 David McCarthy Award for Best
                                            MQFF Life Members Award for Best
                                                                                        Documentary (Australian or Intl.)
         Emerging Australian Filmmaker -    Feature (Australian or Intl.) - $2,500:    - $2,500: Deborah S. Esquenazi -
       $500: Brendon McDonall - The Dam    Ingrid Jungermann - Women Who Kill         Southwest of Salem: The Story of
                                                                                             the San Antonio Four
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
AUDIENCE CHOICE AWARDS                    MQFF IS PROUD
Step Right Up Audience Choice Award for
Best Short Film - $500: Brendon McDonnal -
                                              TO RECOGNISE
**Spoilers**
                                              LOCAL AND
                                              INTERNATIONAL
                                              FILMMAKING
                                              TALENT THANKS
                                              TO OUR
twenty21 Audience Choice Award for Best       GENEROUS
Feature, Narrative or Documentary - $1,000:
Darren Thornton - A Date For Mad Mary         AWARD
                                                              *Recipients of the City of
                                              SPONSORS        Melbourne Award for Best
                                                              Australian Short Film are

                                              AND PRIVATE     automatically qualified to be
                                                              nominated for The Iris Prize - the

                                              DONORS.         largest prize for a gay or lesbian
                                                              short film in the world.
MELBOURNE QUEER FILM FESTIVAL 2017 - PARTNER REPORT
SPIRO ECONOMOPOULOS
                      AND DILLAN GOLIGHTLY
                             INTERVIEWED ON

                                              MARKETING
                    JOY94.9, BROADCAST LIVE
                    FROM ACMI DURING MQFF
                          OPENING WEEKEND

                                              + PUBLICITY
                                              ¬¬ 88 media breaks recorded - TV,   ¬¬ Festival Trailer on the big screen
                                                 Radio, Print, Online                at Fed Square, ACMI, Cinema
READERSHIP          SUBSCRIBERS               ¬¬ Justin Kelly - 11 media             Nova & Kino Cinemas
                                                 interviews                       ¬¬ MQFF team march at Midsumma
184,500 per issue      14,800+                                                       Pride
                                              ¬¬ Posters seen by 150K people
                                                                                  ¬¬ MQFF stall at Midsumma
                                              ¬¬ Advertising with The Saturday
                                                                                     Carnival
                                                 Paper, The Monthly, Star
                                                 Observer and JOY94.9 reached
                                                 more than 1 million people

                                                                               32%
                                                                               INCREASE IN FACEBOOK
                                                                               FOLLOWERS SINCE
                                                                               MQFF 2016
                                                                               (CURRENT: 10.5K+ FOLLOWERS)
2+MILLION
                                                                                       FF
                                                                                     MQ

  PEOPLE
 REACHED                  20K
                       PROGRAMS
                       DISTRIBUTED
                                        20K
                                      POSTCARDS
                                     AND POSTERS
                                                              1.5M
                                                         SOCIAL MEDIA
                                                         IMPRESSIONS
                                                                                  619K
                                                                                PEOPLE SAW
                                                                                MQFF MEDIA
                                     DISTRIBUTED                                  STORIES

   198K
   WEBSITE PAGEVIEWS
                                                   25%
                                                   INCREASE IN E-NEWS
   DURING MQFF 2017                                SUBSCRIBERS SINCE
                                                   MQFF 2016
                                                   (CURRENT: 10K SUBSCRIBERS)
AUDIENCE PROFILE

      READERSHIP
       LOCATION
        Worldwide
“WASN’T SURE IT WAS POSSIBLE BUT
                                 THIS YEAR’S SELECTION OF FILMS
                               WAS VERY IMPRESSIVE, SCRAP THAT,
                                              FRIGGIN AMAZING! ”
                                                       - MQFF 2017 attendee

DEMOGRAPHICS

aged 25-34               24%

                                           96% 93%
aged 35-44               27%

aged 45-54               22%

tertiary educated        92%
                                          WOULD RECOMMEND             WILL COME
earn over $80K +         41%               MQFF TO FRIENDS           AGAIN IN 2018
LGBTIQ                   95%

straight/LGBTIQ allies   5%

female                   41%

male                     54%

gender non-binary        3%
BEHIND THE SCENES

500 MEMBERS        6,400+ HOURS
                   5 STAFF
23   PRIVATE
     DONORS        4 INTERNS
                   120 VOLUNTEERS
40   SPONSORS +
     ADVERTISERS
                   12 MEMBERS
                      BOARD
SPONSOR RECALL

                              86%
THE MQFF AUDIENCE
IS ENGAGED.
¬¬ Majority of the
   audience can recall        CAN NAME AT LEAST 2 FESTIVAL
   MQFF major partners.       SPONSORS, PARTNERS OR
¬¬ Significant recall rates   PROVIDERS WITHOUT PROMPTING
   for sponsors with
   in-cinema exposure

                              71%
¬¬ Captive audience during
   pre-film advertising
   and presentations.

                              CAN NAME AT LEAST 3 FESTIVAL
                              SPONSORS, PARTNERS OR PROVIDERS
                              WITHOUT PROMPTING
PARTNERS
PRINCIPAL PARTNER         INDUSTRY PARTNER          PRINCIPAL MEDIA PARTNER   CULTURAL PARTNER

                                                FESTIVAL        CINEMA            MEDIA
             FESTIVAL SPONSORS                SUPPORTERS       PARTNERS          PARTNERS

PRESENTING PARTNERS
                      prahran market clinic

FESTIVAL PROVIDERS
INFO@MQFF.COM.AU
PH: (61) 03 9662 4147

PO BOX 21244
LITTLE LONSDALE STREET, VIC 8011

ABN 47 483 109 783                 WWW.MQFF.COM.AU
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