High hopes

AUSTRALIA: On its opening day in its home country, Baz Luhrmann’s film Australia earned A$1.3 million at the box office. This is more than twice as much as Luhrmann’s last film, Moulin Rouge, earned on opening day in 2001. But the film-makers are disappointed. A week earlier, the new James Bond film, Quantum of Solace, earned A$2.03 million in a single day.

More is at stake here than a return on investment, although Australia cost $A198.7 million to make. Tourism Australia also has big hopes for the film. The government tourism agency is spending A$40 million on an international promotional campaign linked to the film. The promotion will run in 22 countries and is seen as a way of improving Australia’s falling visitor figures.

The drop in visitors started even before the current financial crisis, which clearly is not helping the situation. Still, Matthew Hingerty, managing director of the Australian Tourism Export Council, remains optimistic. “This film should mean that Australia is top of mind when people start travelling again,” Hingerty told the Financial Times. Qantas, the national airline, also hopes the film will improve its business, and is using the movie in its marketing campaigns.

"This film should mean that Australia is top of mind when people start travelling again."

Australia opened in the US during the Thanksgiving holiday. Talk show host Oprah Winfrey was delighted. The film “swept me off my feet,” Winfrey said. “You just don’t get to see movies like this anymore.”

Australia opens in Germany on 25 December. It stars Nicole Kidman and Hugh Jackman.