Val Morgan targets multicultural audiences

Rachael Micallef
By Rachael Micallef | 31 August 2016

Val Morgan Cinema Network is targeting multicultural audiences with a new cinema marketing opportunity called Access Asia, which will see it playing more Bollywood and Chinese cinema films.

Created in partnership with specialist multicultural marketing and insight agency, Red Elephant, Access Asia will specifically target Chinese and Indians living locally in Australia with two programs, Access Bollywood and Access China.

Val Morgan is forecasting more than one million Asian Australia admits for Access Asia across 12 months.

Val Morgan marketing and strategy director Cally Scivetti says that multicultural cinema is rapidly growing in Australia.

“In the last 12 months, the Chinese movie box office market in Australia has doubled and ticket sales to Bollywood movies have increased by over 60%,” Scivetti says. “This is evident in the strong recent Australian performance of Bollywood blockbuster “Sultan” and Chinese movie “Mermaid” - the highest grossing movie of all time in China.’”

“Access Asia is our first offering by culture and language. Chinese and Indian Australian communities are high value market segments with movies being a top and established passion point.”

Access Asia was officially launched in Sydney and Melbourne in August and Val Morgan has already cited huge demand from advertisers.

Red Elephant executive director Reg Raghavan says: “The story of the 2016 ABS Census will be the high growth of Indian/South Asian and Chinese Australian communities.”

“Bollywood and Chinese films offer a direct cultural linkage to India and China. Access Asia gives marketers a channel to reach all demographics within these communities, targeted geographically in key community areas.”

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