How Australian farmers can capitalise on a growing film industry
Rural property owners have the potential to earn thousands of dollars a day by doing very little. FIND OUT HOW
Farmers have the potential to earn thousands of dollars a day by offering up their properties for photo shoots, television and film productions.
And this year Victoria is expecting a record year for screen production.
Kate Mitchell, founder of online platform A Perfect Space, which connects property owners and film producers, said the industry was growing rapidly and the time was now to get involved.
“Not only because of proliferation of streaming content and the pace of which they’re bringing it to market but people aren’t travelling so people are producing here,” she said.
Ms Mitchell is looking for farms to list on her website, as the company focuses on expanding its listings in regional Victoria and NSW.
“People love Australia because of its diversity,” she said. “We can film a Scottish period highlands movie in Victoria’s High Country, we can film Europe, we can film Texas in NSW, we’ve (filmed) Iraq war in Victoria in Moe.”
Ms Mitchell, who grew up on a cattle farm at Woori Yallock, said rural properties were appealing to producers because noise was less of an issue, there was plenty of room for cast and crew, and farm-stay accommodation at the property was ideal for multi-day shoots.
“If they’re going in with a film crew and there’s 100 people in the crew and they’re going in for five days you might make $10,000 to $15,000,” Ms Mitchell said. “You could make up to $50,000 depending on the type of property.
“If they’re going in for one day to film a car ad – we do lots of car ads regionally – generally the owner could get anywhere from $2000 to $4000 for the day.”
When 2021 box office-hit The Dry filmed across Victoria’s Wimmera and Mallee in 2018, private farms were used and it injected more than $8 million into the state’s economy, Film Victoria told The Weekly Times.
“All of the local communities in the region played an integral part in the production, supporting in roles behind the scenes and some even cast as extras and small speaking parts in the film,” Film Victoria production attraction and support manager Joe Brinkmann said.
“The Dry created 162 local jobs in the region and utilised a wide range of locations including private properties, shop fronts and pubs.”
Mr Brinkmann said there was significant growth in both local and international screen productions looking to shoot in the state.
“Victoria is set for a record year of screen production following the Victorian Government’s recent boost in support to establish the Victorian Screen Incentive,” he said.
The $33.8 million program, announced in November last year, offers grants to producers to bring their film, television and games projects to Victoria.
GETTING INVOLVED
It is free to sign up your property with A Perfect Space, and then the company takes 15 per cent commission of bookings for its management.
Property owners can say yes or no to any booking, and the company is looking for all types of farms to showcase the diversity of our regions and landscapes.
Ms Mitchell’s long-term goal is to work with councils to market whole communities, so a producer can roll into town knowing the streetscape and history, and have options of different properties such as a farm, residential house, post office, pub, florist and law office in the one spot.
Film Victoria advises property owners to join its locations register in addition to registering their property with locations companies.
“We encourage property owners to get in touch with us via locations@film.vic.gov.au to discuss the potential of being a temporary film set,” Mr Brinkmann said.
Some of the locations on its registry include the Kyneton and Baw Baw livestock saleyards, a flour mill at Nhill, wind farms at Toora and Wonthaggi, a butter and cheese factory at Noorat and canola fields at Rokewood.
WHY DO IT?
Ali Callinan, who runs marketing and events for her brother’s sheep station Barunah Plains at Hesse in southwest Victoria, said they diversified into photo shoots about 3½ years ago, followed by weddings and events.
“It’s a beautiful part of the Victorian history to be able to share with people,” Ms Callinan said of the property, which was once the largest sheep station in Victoria, with an original homestead built in 1866.
“The extra income is great too so you’re not just relying on farming.
“People love (the property) because it can look like they’ve done three different photo shoots in three completely different locations but they can do it all at the one spot.
“We can accommodate a lot of crew as well which is a big bonus for people.”
Kmart, Target, Yarra Trail, Country Road, Postcards and Country Style have all used Barunah Plains.
The property also hosts public relations events, such as product launches.
A farm-to-fashion experience was run for Australian fashion designer Helen Kaminski, which led to the company sourcing its wool from Barunah Plains.
“And that just came from them coming out and using the property as a PR exercise,” Ms Callinan said. “That relationship has now grown and she’s now coming direct to us the farmer.”
Ms Callinan, who lists the property with location services including A Perfect Space, said they would love to see a film or television production come to the property as the industry grows.
“We laugh and say we need another McLeod’s Daughters,” she said.
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