marketinG funds
Theatrical P&A

P&A support is designed to enhance the theatrical distribution and marketing of Australian films.

The fund is open to completed films that have an established local distributor attached.

Loans are provided for activities commonly understood to come under the banner of ‘P&A expenditure’.

The loans should not replace a pre-existing commitment, but rather add value to the distributor’s confirmed investment already in place.

Nor will this fund replace the items in the Dedicated Marketing Budget of Screen Australia–financed productions, but should enhance the marketing, promotion and advertising of individual projects to increase audience potential and revenue.

The P&A fund is a commercial fund. Applications will be judged with regard to the revenue estimates provided, and applicants will need to demonstrate that our funds will increase audience reach.

Browse the guidelines below,
or download as a PDF at right

Eligibility

Applications for the Theatrical P&A fund are not limited to projects produced with Screen Australia production investment.

All applicants and projects must meet the general eligibility criteria for Screen Australia funding in the Terms of Trade. The following specific eligibility requirements also apply (we may make exceptions to these at our discretion):

• Applications for funds must be made by the distributor of the film but must have the endorsement and involvement of the producer. The distributor must have a contractual commitment to the film and be a recognised theatrical distributor with an established track record in the field.

• The distributor must have already committed, or be planning to commit, a significant P&A investment in the film appropriate to the type of film and its perceived market potential. We will determine if this commitment is ‘significant’, based on our assessment of the film and knowledge of the market.

• Where the applicant already has a minimum P&A commitment, we will not subsidise their operations by providing funding to allow them to meet this commitment.

• Screen Australia will not provide funds retrospectively.

Available funding

Screen Australia funds are limited and approval of an application is not automatic. Demand regularly outweighs available funds.

The amount provided will be determined with regard to estimated gross box office, the proposed use of the funds and the strategy for the entire release.

Applicants are advised to contact Screen Australia staff to discuss their proposal before they submit their application.

Assessment process

Applications will be assessed by a minimum of two people with at least one being a staff member of Screen Australia. Industry specialists/peers may be used.

We will advise applicants of the success or otherwise of their application. Where an application is unsuccessful, a brief statement of reasons will be provided.

Assessment criteria

When assessing applications for this program, we will take the following into account:

• The quality and viability of the full release plan, marketing strategy and detailed P&A budget supplied by the distributor.
• The realistic expectations of audience reach and the revenue estimates.
• The necessity of creating the requested materials – over and above the materials created using the Dedicated Marketing Budget (in the case of Screen Australia–financed projects) – in regards to the campaign/strategy. This may include the possibility of exploiting ancillary and other opportunities aside from theatrical.

Each application will be assessed on its own merits. The level of the applicant’s own investment will be taken as an indication of its own level of belief in and commitment to the film.

Terms of funding

Funding from the Theatrical P&A fund is recoupable on terms negotiated by Screen Australia with the applicant on a case-by-case basis.

Recoupment of Screen Australia funds is usually on a pro rata/pari passu basis. In general Screen Australia expects recoupment to be crossed against all rights and to be on reasonable commercial terms.

If not already required as part of a Production Investment Agreement with Screen Australia, funding recipients must deliver:

• three copies of the film once it is commercially available on DVD
  
• a mint-condition copy of the highest gauge created, to the National Film and Sound Archive.

[Page updated 26 July 2010]