Baz Luhrmann's 'Australia' Does High-Tech Promotion

By Katey Rich

For Film Journal's June issue I'm working on an article that highlights especially innovative or immersive online marketing efforts from the studios. Many of us are familiar with the massive campaign for The Dark Knight, which has involved multi-city scavenger hunts, a promotional tour for a fake District Attorney, and viral videos galore.

But another intensive campaign has just begun, and it's not for a summer tentpole movie but one of this fall's strongest Oscar contenders. Baz Luhrmann has teamed up with Apple to produce a series of podcasts from the set of Australia, his World War II-era epic set in the outback of his native country. The podcasts, released every few weeks, each focus on a different aspect of production, from the guy taking photos on the set to the costumers busily sewing away off-camera. Luhrmann narrates each podcast, with the ease of a guy you'd expect to spend his life on-camera, not behind it.

The real hook, though, is a series of contests that will run along with the podcasts, through October (Australia opens November 14). High school and college students are encouraged to submit films that fit within each contest's guidelines; 10 finalists will receive iPods or Macbooks, and the winner will get a trip to Australia. At the end there is a grand prize contest, and the winner will be flown to Australia to join Luhrmann himself on a press tour to promote the film.

Studios have teamed up with major corporations to promote their movies in the past, but it's rare to see a promotion as well-thought-out and extensive as this one. Apple products have played prominent roles in the podcasts thus far, but given that much of the creative world uses Apple computers in their daily lives, it doesn't seem intrusive. And the contest provides an incentive for movie fans who might not necessarily flock to a Baz Luhrmann picture to at least check the podcasts out. At three minutes each, they're a much easier way to familiarize yourself with the director than renting Strictly Ballroom.

And, perhaps most importantly, the podcasts are gorgeous advertising for the movie itself. The first installment, featuring stills photographer James Fisher, shows off some of the stunning imagery that will likely define the film. Luhrmann's previous films have largely been indoor, highly set-decorated affairs, but for Australia he seems content to use the scenery of the outback to provide all the visual thrill. That and stars Nicole Kidman and Hugh Jackman, of course, who look about as radiant as the Technicolor sunsets that light up the sky. Of course, the effect on an iPod isn't half of what it will be on a big screen, and Luhrmann surely knows it. Isn't that the point? Give 'em a taste and they'll be begging for the whole thing.

You can search for Baz Luhrmann's Australia podcasts at the iTunes store, or learn more about the program at Apple.com.

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