With regards to keeping the dialogue, connection and relevancy going to DVD – the trouble is having a team that can keep it going whilst not using all the budget. The one problem we don't have is a shortage of things to discuss and share: creation, comparison, reviews, background and so forth.

Thanks for the compliment and fingers crossed on Balibo. I'm so excited about that film.

I reckon keeping up the marketing through to DVD release is important, that's where the money is. Theatrical release is in most cases too expensive to make much profit with Australia's economy of scale.

I think The Population certainly fall into the “good marketing” category, the My Year Without Sex campaign with Facebook was great. You'll really be able to flex your muscle if you're working on Balibo, that flick has cultural currency and a killer plot, it'll be this generations Evil Angels…

The plan is to grow a following up until release, keeping the post frequency relatively high and include key people from the films creation to give their perspective and spread the responsibility of upkeep. We'll probably slow down after release, but with the distribution of authors should keep the posting pretty active up until DVD.

Your suggestion on the use of a scene from the film is a valid one. Right now that's not in the plan. We do have have some great footage from the set which will be featured though.

…and I hope we fall into the 'good marketing' category for Australian film.

Thanks for the comment on the Lucky Country blog. Sadly I lost it with the integration of the Disqus content system. So I'll answer it here:

We did 'deinterlace' that clip – but your right it's 'zigging and zagging' so will have a play – thanks for the headsup.

Did you consider using a scene from the film as a teaser? A lot of strong social media campaigns for films have done this, like Cloverfield, Borat and the new and old Transformers flick. I think audiences are increasingly wary of a trailer's power to create a false impression of a film (not that the trailer for Luck Country did that from my POV). Teaser scenes are honesty and disclosure wrapped in a sweet chocolate coating of entertainment.

Good marketing has been one of Australian film's biggest shortcomings. No excuse really, as the AFC and now Screen Australia provide funds specifically for marketing. Hopefully the newly appointed Kathleen Drumm shakes things up a bit…