Press Release
After an encouraging limited release opening weekend, Heritage Distributions release of Shearwater Entertainments inspirational sports/faith drama film THE PLAYBOOK has continued to gain momentum by gaining strong word of mouth and filling screenings. A recent screening at Hoyts in Chadstone was soldout 4 hours prior to the session.
With a limited release to 14 sites around Australiathrough Hoyts and Event Cinemas, both distributorsand the Producers are hoping the strong word of mouth continues and that audiences are able to discover the film. Targeting the massive faith/family market, Heritage have had to be creative in their marketing approach to get the word out to the some fifteen and a half million Australians who identify with some sort of faith. And it seems to be working, with Church groups planning event nights to see the film en masse while it enjoys its theatrical run.
The Playbook is unique in the Australian cinematic landscape in the sense that it is testing the waters of an, at present, nonexistent ‘faith market’ in this country. Something that pulls in hundreds of millions of dollars in the US and billions of dollars worldwide. Yet Australia, like many genres, is dropping the ball in this regard, largely due to the lack of support faith and family films receive from Australian mainstream media and
exhibitors.The film was specifically created by filmmaker Darran Scott to capture some of that overseas market and to hopefully convince Australian cinema goers that quality films about inspirational stories can be made and exhibited in this country.
The Playbook is essentially a story about a father and a son, who has to cope with his family being torn apart. “The film is inspired by a true story of a father who’s family was destroyed when his wife and 3 children were killed by a drunk teenage driver” said Writer and Director Darran Scott. “It’s a highly emotional film that really hits home some strong messages that are prevalent in todays society”. He said “Our best strategy is to get people talking about the film” said Heritage CEO Mr Rod Hopping. “We have a great product and we just need it to find the rightaudience” he said. All involved with the film are hoping the building momentum will be like a slow burning fuse,and as word of mouth spreads and their meager marketing budget takes effect, the film will release to more sites and audiences will flock to see thefilm.
And with a potential audience that could turn this film into a sleeper hit and follow in the footstepsof low budget iconic films such as Kenny and The Castle, as well as mega hit Red Dog, that all benefited fromstrong word of mouth. But whether the film finds its niche or not, the director takes comfort in the fact that they are breaking new ground in Aussie cinema. “At the end of the day, I wanted The Playbook to be a film that would confirmto
those who see it, that they are on the right path in life” said Scott, also the films Producer. “It may be a few years yet until other filmmakers realise there is amarket here for inspirational films, but hopefully we can kick down a few doors”.
The Playbook is currently playing at selected Hoytsand Event Cinemas around Australia for the next 8 weeks as part of the ‘Faith on Film’ program.
Check listings for session times.