Why are we Australians so quick to sell ourselves to the highest bidder?
Apologies, before diving into my diatribe, I should provide you with some context.
I was reading through some older emails I had de-prioritised recently.
We all do it. Time is a commodity more precious than platinum, for everyone, these days. You skim read and answer the most urgent, while leaving the rest for that unicorn-like spare minute.
Pegasus had arrived for me this particular day, so I was finally getting to some older communications.
One in particular caught my attention. It was a communique' from you, The Australian Academy of Cinema and Television Arts (AACTA), regarding the future of the AACTA Awards.
I noted a number of positive ideas about a sustainable model for the AACTA Awards. Well done, it should be a pillar of our industry for years to come.
I also noted, however, that you are in search of a 'naming rights' sponsor for the AACTA Awards again.
I sighed internally.
This year, AACTA, you took a quantum leap forward in the level of esteem with which the Awards are held. It was a very impressive event, with famous attendees, healthy TV numbers and excellent media coverage.
Bravo.
That being said, once you have established credibility for your work, tangible credibility, you should protect it. Credibility is one of the few things you have a chance to preserve, purely by maintaining the integrity of your work.
Would you respect the 'Tena Lady' BAFTA Awards?
I understand there are economics involved, but the AACTA Awards have literally JUST established themselves as a credible and prestigious event.
I am an AACTA member, I was an attendee at the 2013 Awards, and I saw the news coverage. It was something to be proud of.
This was a vast improvement to the 2012 'Samsung' AACTA Awards. I can't even type that without reacting to the blatant commerciality of having a sponsor's name in the title.
And it is worth noting at this point that Australians, in particular, have a strong distaste of feeling 'sold to'.
This year, without the burden of a naming rights sponsor you were simply 'The AACTA Awards'.
Elegant.
Prestigious.
Kind of like the BAFTA's or, heaven forbid, The Oscars.
You cannot buy that kind of esteem. It makes the whole enterprise something people want to be a part of.
And once you have sold this earned esteem, like selling your soul for a dollar, you cannot buy it back.
So, dearest AACTA, I implore you.
Please find another way to make the AACTA's work, without selling your name to the highest bidder.
Couldn't categories of sponsorship work, with a lower barrier entry level for smaller sponsors? Less comp tickets, perhaps only for nominees? Lose the Awards luncheon and have all the Awards in one event at the Awards evening, to save venue costs?
There must be a way. For the good of the Australian industry for years to come, there has to be.
Some things should be worth more than money.
Sincerely,
Pete Ireland
Opening Act Films
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