The hard part isn’t over when your short film is finished; getting it seen is the next big step – and something that needs to be considered before you embark on making your film.

Understanding how to reach your audience is critical to a film’s success. This lab will delve into audience development, a key component of a successful distribution strategy. For short films, audience development is the strategic process of finding, understanding, attracting, engaging, and growing a dedicated community that appreciates and supports short-form content and filmmakers. It involves defining a core audience based on the film’s themes, creating content that resonates with that group, and using targeted strategies across festivals, online platforms, and community events to connect with and build a loyal, supportive base of viewers. We’ll explore how to identify your niche market and build an authentic connection with potential viewers, from leveraging social media platforms to executing direct-to-audience campaigns. You’ll learn how to transform your audience from passive viewers into dedicated supporters and advocates for your work, giving your film the best possible chance to be seen by the most people. 

This Launch Lab will also provide you with essential insights and practical tips to help you develop a winning festival strategy – including the importance of having your strategy in place before you shoot. Navigating the film festival circuit can be a daunting task, but with the right strategy, you can increase your chances of getting your short film selected for top-tier festivals. 

If you are planning to apply for the Quicksilver Production Fund, this is an opportunity not to be missed! At the end of this lab you will be equipped to draft a development plan and film festival strategy for your short film – both of which make up part of the submission materials for your application.  

GUEST PRESENTER

Film Industry Executive, NICK HAYES, is leading this Launch Lab.

From the Candy Bar to Cannes, Nick has spent his entire career in the film business, working across exhibition, distribution and acquisitions. Nick has been Head of Sales and Acquisitions at both Umbrella Entertainment & Icon Films. He has also been Head of Dendy Cinemas where he expanded the cinema chain and held senior management roles at the Sydney Film Festival and Hoyts Cinemas. Nick has also served as a board member of Independent Cinemas Australia from 2010-2023 and The Australian Home Entertainment Distributors Association 2023-2025 and Vice President of the Australian Independent Distributors Association 2017-2024.

Nick is the recipient of the 2023 Independent Spirit award for Lifetime Achievement from AIDA and the 2018 Mark Safarty CEO Award for Outstanding Service to Independent Cinema from ICA. 

Date: Saturday 13 September 2025 
Time: Doors 9.30am | Lab 10.00am – 4.00pm | Networking 4.00pm – 5.00pm
Venue: The Mercury Cinema
Cost: FREE FOR MERCURY SUBSCRIBERS or $95
See the full program here.