Over last few years, a lot of public attention has been put on “big” famous film festivals, especially, Cannes and Berlinale film festivals. Before being an international film festivals, they are phenomenal in their own cities. Almost every citizens have been involved during hosting period of festivals. Film Festivals become a delightful event for every local citizens and tourists to celebrate. Film Festivals provide involvers with wide ranges of great movies, they bring impressive benefit to the local economy, and they promote the hosting city to the rest of the world. Most importantly, film festivals is growing as some real highlights of the host city. Cannes is known by public for its Cannes film festival. However, it is unfortunately that many film festivals is not as successful as the Cannes film festival. Melbourne, as an iconic city with rich culture and art heritage, deserves a more popular film festival and Melbourne international film festival can bring more to the city.
Film festivals provide audiences with a wide range of film. Films in competitions are from a diverse range of countries and made by talent artificial workers. Most of those films are not limited by commercial or some other restrictions, like investment, return and etc. The films competing in the film festivals are ‘pure art’, which is only aiming to achieve a success in an artificial field instead of making big numbers on box office. ‘Pure art’ is something really rare in the 21st century, not only in film market but also other creative industries. A nameless movie called An Elephant Sitting Still in 2018 Melbourne international film festival has draw a lot of attention from the media because of the story of its film director. The direction suicided for his insistent in the film, he fighted against his film producers, he refuses to sacrifice his films for future investment. It is tragic story, but this tells us what kind film that MIFF is bringing to the audience, they are pure artificial pieces. They are existing for art not for cinema, they are films for art not for box office numbers.
A great films festival has the potential to bring considerable economic benefit to local business. Festival De Cannes is a great example. Cannes has a population of 73k people, during the period of film festival, The population of Cannes increase dramatically to 180k, almost triple the amount of local population. Festival De Cannes made Cannes a great tourism destination during the film festival. More than 100k tourists bring a lot of business opportunities for local shops, restaurants and hotels. Melbourne international Film Festival haven’t become as successful as Cannes’, but MIFF have the potential to do better.
While Australian open and F1 host in Melbourne, Melbourne shows it is capacity and ability to host those amounts of tourists, and it gains a great payback from those events. One especially, is the city branding. Melbourne International Film Festival is also part of city branding events. It is one of the beneficial function of film festivals. Melbourne Film festival is an invitation letters for tourism to meet and visit Melbourne. Tourism comes to Melbourne for film festival but Melbourne had the chance to show the other perspective of its ‘personality’.
Cannes by the numbers (2014) http://www.cannesbythenumbers.com/
Y, Liu Major event and city branding: An evaluation of Liverpool as the 2008 European Capital of Culture (2015)