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The Education Market for Documentary Film: Digital Shifts in an Age of Content Abundance

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The Education Market for Documentary Film: Digital Shifts in an Age of Content Abundance Title Page THE EDUCATION MARKET FOR DOCUMENTARY FILM: DIGITAL SHIFTS IN AN AGE OF CONTENT ABUNDANCE Ruari Baroona Elkington Bachelor of Fine Arts (Hons) Film & Television Film, Screen and Animation, School of Media, Entertainment and Creative Arts, Creative Industries Faculty, Queensland University of Technology Thesis submitted to the degree of Doctor of Philosophy (PhD) Supervised by Dr. Sean Maher (Principal) Film, Screen and Animation, School of Media, Entertainment and Creative Arts, Creative Industries Faculty, Queensland University of Technology Distinguished Prof. Stuart Cunningham (Associate) ARC Centre of Excellence for Creative Industries & Innovation, Creative Industries Faculty, Queensland University of Technology 2016 1 Keywords Screen Industry Analysis, Film Distribution, Screen Distribution, Distribution Studies, Documentary, Australian Documentary, Education Market, Cineliteracy, Film Literacy Statement of original authorship The work contained in this thesis has not previously been submitted to meet requirements for an award at this or any other higher education institution. To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made. Signature: QUT Verified Signature Date: August 2016 2 Abstract The education sector in Australia has proven both a beneficiary of documentary practice as well as a valuable ancillary market for documentary producers and distributors. Digital distribution and access have contributed to unparalleled levels of choice for educators around the documentary content they can deploy in their teaching. However, scarce scholarly work exists on how educators are navigating this new abundance of digital content and to what extent this new variety and volume of documentary may be assisting the sustainability of the documentary sector within the attention economy. Consideration of documentary’s function within concepts of cineliteracy in media analysis will frame this research alongside the potential of cineliteracy to enhance outcomes for all stakeholders within the education market for documentary. Central outcomes of the research will include strategic industry analysis; impacts posed by digital innovations in distribution; and the challenges and opportunities facing both the documentary industry and wider education sector. Analysis of the formal and informal outreach work of key international film festivals, foundations and charities connecting documentary with education audiences will be undertaken. Findings from this analysis include best practice observations which may allow for improved approaches to documentary distribution, delivery and implementation in the Australian education sector. 3 Table of contents Title Page ................................................................................................................................................... 1 Keywords ................................................................................................................................................... 2 Statement of original authorship ............................................................................................................... 2 Abstract ...................................................................................................................................................... 3 Table of contents ....................................................................................................................................... 4 Figures ........................................................................................................................................................ 6 Acknowledgements ..................................................................................................................................... 8 Introduction ............................................................................................................................................... 9 Chapter One: Market shaping through cineliteracy ................................................................................ 15 Introduction ................................................................................................................................... 15 A distribution centred model of film studies ....................................................................... 15 Squaring documentary in education with a corresponding market ............................................... 19 Narrative appeal and cineliteracy’s relevance to the documentary sector ..................................... 22 Documentary use well established in education ........................................................................... 24 Market development reflecting significant documentary use ........................................................ 27 Conclusion ..................................................................................................................................... 31 Chapter Two: Copyrights, digital abundance & the attention economy ................................................. 33 Introduction ................................................................................................................................... 33 The Australian Law Reform Commission (ALRC) ...................................................................... 35 The ALRC & screen industry response ....................................................................................... 43 Education market for digital documentary lifecycle stage – Fragmentation.................................. 37 Unprecedented variety and volume of ‘free’ content .................................................................... 40 Unprecedented variety and volume of ‘paid’ content ................................................................... 46 Shrinking budgets in an attention economy .................................................................................. 47 Research question and methodology ............................................................................................ 48 Case study methodology ................................................................................................................ 51 4 Conclusion ..................................................................................................................................... 54 Chapter Three: Literature review & education market scoping .............................................................. 56 Introduction ................................................................................................................................... 56 Cineliteracy .................................................................................................................................... 57 From film appreciation to cineliteracy .......................................................................................... 60 Towards a definition of cineliteracy .............................................................................................. 62 Defining documentary in the education market ........................................................................... 64 The Griersonian documentary – Abiding popularity and educational relevance ......................... 66 The role of the offset in defining documentary ............................................................................ 69 Distribution considerations ........................................................................................................... 71 Defining distribution in the education market for documentary .................................................. 74 DVD .................................................................................................................................. 75 Ownership to access .................................................................................................................... 79 Digital video distribution & access – Global digital context ........................................................ 81 Digital Video distribution & access – Australian context & NBN promise ................................ 82 Digital video distribution & access – Australian education context .................................... 84 Kanopy and the Australian context ............................................................................................. 87 Conclusion ................................................................................................................................... 89 Chapter Four: Documentary in Australia – subsidy, support & educative expectations....................... 91 Introduction ................................................................................................................................. 91 Australian Documentary – supported & expected ...................................................................... 92 The NFSA, AFID & Film Australia collection ................................................................. 95 NFSA digital learning resources, Film Australia collection & AFID .......................................... 96 NFSA challenges & opportunities ............................................................................................... 98 Screen Australia ........................................................................................................................... 99 Screenrights: Showing the money while telling the
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