Roadshow Films The Dry, Helping Australian audiences rediscover the Australian film industry

Sharon Cookson, Yvette Crimmins, Susie Wall

Roadshow Films, a film producer and distributor, launched a campaign in Australia to achieve a significant box office target, sell 700,000 tickets, and extend the in-cinema season through attendance demand.

Campaign details

Brand: Roadshow FilmsBrand owner: Village RoadshowEntrant company: OMD - AustraliaIdea creation: OMD MelbourneMarket: Australia & New ZealandSector: Media & publishingMedia channels: Radio & audio, Online video, Video on demand, Outdoor, Out-of-home, Social mediaBudget: 1 - 3 million

Executive summary

On January 1, 2021 Roadshow Films released Australian movie, The Dry, into Australian cinemas.

By trialing new engagement tactics, broadening out the audience base and carefully managing the release of plot twists, the campaign acted as a generational circuit breaker welcoming all Australians back...

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