s h ! n d ! d

This afternoon saw Sydney Film Festival launch their new branding and website for the year.
Having worked for the organisation two years ago, as a marketing intern, mostly looking after their website, I have a lot of thoughts on the festival, the business and their marketing, both warm and lukewarm. In retrospect – mostly the former.

I think it was a wise decision to hire Precinct, a graphic design firm to handle their visual identity – the previous graphic designer was cool, but this way there are more resources and minds (or minions ) brewing new ideas now. The images are quite sophisticated and contemporary, though not quite as cutting edge as it is aiming to be. Yet.

I’ve also noticed they switched their web company from SiteSuite in Broadway (nice chaps), to Fusefarm – probably got their cue from Sydney Festival, who also used them for the first time in 2007. So far the website is okay, not loaded with gimmicks or unnecessary flash-doodads. Has a simple blog feel about it – very common at the moment. Still, it’s nothing that screams “monumental film festival here!”.

It’s hard setting up an annual festival, let alone start it from scratch with new companies on board. This isn’t a negative breakdown of the festival. In fact, SFF had a few good fortunes and made some wise decisions in recent times of crisis.

Like many not-for-profit organisations (and more so of NFT Arts organisations), the festival has not been without drama. In recent years, the festival was rumoured to be over $400,000 in the red, not to mention a few follies or disgruntled experiences with media. This was however, at a time of crossovers – with staff changes, major sponsors missing and changes in ticketing/audience behaviour.

Let’s see. The former role of CEO, Marketing Manager, Artistic Director and Programs Manager seem to have changed and balanced out somewhat between a Partnerships & Development Manager, Executive Director, Sales & Marketing Manager and of course the Programs Manager (the wonderful Jenny Neighbour). Hopefully, the workload is more bearable and fruitful. They’ve also realised there is more accountability in paid staff, over interns. A new Website Coordinator position has also emerged.Staff have moved to a more modest location in Sydney. Or so I’ve heard… Let’s hope there’s a few windows that let the fresh air in guys.

They’ve also changed their Public Relations firm since 2005. A much needed decision – however in these early days I’ve not heard a peep about the festival… (Working in PR myself at the moment, I’m noticing this.)

There might even be a bit of the annoying little cousin syndrome this year, with the inaugural Sydney Underground Film Festival running in September (after the hype).

In the last three years the infrastructure of management has changed both in titles and staff members. Hopefully, this coupled with new healthy grants and a positive growth in ticket sales (via the flexi-pass) will lead to a financially sound year for Sydney Film Festival. They’re still in a time of change and development in order to achieve set artistic, communal and financial goals, so we’ll have to see.

Sydney Film Festival launch their program 9th May, 2007.
The festival runs throughout Sydney City 8th – 24th June, 2007.