Last year’s Natalie Miller Scholar Bridgette Graham is establishing her own Path to Audience, launching a new marketing consultancy in Melbourne.
Based at ACMI X, Path to Audience will aim to provide audience data and insights to the screen industry, specializing in audience discovery and analytics, market positioning and the development of sales media for film, television and online content, including XR, short-form video and filmed content for the metaverse.
Roadshow Films’ former marketing director for local production said the new company was born out of a desire to make studio-quality audience information accessible to independent producers.
“There’s been a lot of talk about how important understanding audiences is for producers, but not much about where to access the information and how to use it once you have it,” he said. she declared.
“Path to Audience will bridge this gap by providing valuable audience insights to help producers understand audiences, position their projects for sale, and drive better business outcomes for their content and the industry.”
Graham has over 15 years of experience in the screen industry, having worked as Marketing Director for Moving Story Entertainment and as Managing Director of Dendy Cinemas Sydney before joining Roadshow, with whom she worked for nearly three years. until June.
She has since worked with a range of distribution and streaming clients as an independent marketing strategy consultant.
Graham told IF that while the venture has been going for three months, the concept has been in her mind for “many years”, adding that the Natalie Miller Fellowship has been instrumental in helping her realize her vision.
“It really is several years of experience wrapped up in a very short time, which has been great,” she said.
“The [Natalie Miller Fellowship] was certainly part of it. More than the means, it was an opportunity to dive into the industry from a more theoretical space and to be connected with a lot of inspiring people, who really motivated me and gave me the confidence to moving forward on something that I feel is really important in this industry.
“It’s something the fraternity does incredibly well.”
Graham will work directly with producers as part of the business, but was open to bringing more people into the business based on demand.
“I think there’s a real need for this kind of service in the industry because there’s such a boom in local production right now,” he said.
“It’s a service that all productions can use on some level, so I’d love to bring more people on board if there’s that need.”