Entertainment marketing consultancy Path to Audience has launched in Melbourne, founded by ex-Roadshow Films Marketing Manager for Local Production and 2021 Natalie Miller Fellowship recipient, Bridgette Graham.
Path to Audience will provide the latest audience data and insights to the screen industry, specialising in audience discovery and analysis; market positioning; and the development of sales materials; for film, TV, and online content including XR, shortform video and filmed content for the metaverse.
An entertainment marketer and strategist with 15 years’ experience in the Australian screen industry; Bridgette has worked with leading businesses from exhibition, distribution and production, leading strategy for blockbuster Australian films, which have grossed a combined total of more than $30 million at the Australian box office.
Graham said, “Path to Audience was born from a desire to make studio quality audience insights accessible to independent producers – there has been a lot of discussion around how understanding audience is important for producers, but not a lot on where to access the information and how to use it once you’ve got it. Path to Audience will bridge that gap, by providing valuable audience insights to help producers understand audiences, position their projects for sale, and drive better business outcomes for their content and the industry.”
Path to Audience will draw on a broad range of global and local market research, consumer trends and consumption behaviours, talent sentiment, box office and broadcast data, and more to provide a complete picture of audiences.
“An understanding of audience is key to unlocking the potential of original and diverse stories, and to do this we need to look beyond historical data, and towards evolving consumer trends and behaviours. Consumers are demanding authentic and entertaining storytelling, delivered to them where and when they want to watch it; and harnessing the power of data and insights as early as possible in the development process is key to meeting this demand”, Graham said.
Previously Bridgette has been an independent marketing strategy consultant, working with a broad range of clients across distribution and streaming. Prior to this Bridgette was the Marketing Manager for Local Production at Roadshow Films, specialising in creative and audience strategy for their locally produced Australian feature films. Path to Audience will be based at ACMI X in Melbourne.
About Path to Audience
Path to Audience is a Melbourne-based entertainment marketing consultancy which provides services to the Australian screen industry in audience discovery and analysis, market positioning and the development of sales and marketing materials. Our mission is to make studio quality audience insights accessible to independent producers, with the goal of helping to create a more consumer focused and diverse local screen industry. Path to Audience was founded by Bridgette Graham, an entertainment marketer and strategist with 15 years’ experience in the Australian screen industry.
About Bridgette Graham
Bridgette Graham is the founder of Path to Audience, an entertainment marketing consultancy which provides audience data and insights to the Australian screen industry. An entertainment marketer and strategist with 15 years’ experience; Bridgette has built a diverse career working with leading businesses from exhibition, distribution, streaming and production to create meaningful integrated marketing platforms for modern box office classics and beloved entertainment brands.
Most recently Bridgette has been an independent marketing strategy consultant, working with a broad range of clients across distribution and streaming. Bridgette was previously the Marketing Manager for Local Production at Roadshow Films, specialising in creative and audience strategy for their locally produced Australian feature films. Prior to this Bridgette worked in exhibition marketing and operations with the Dendy Icon Group and Moving Story Entertainment.
A champion of the creative application of data and technology, paired with meaningful sociological insights to reach new audiences, Bridgette has lead strategy for blockbuster Australian films The Dry, Penguin Bloom, RAMS, and The Drover’s Wife The Legend of Molly Johnson, which have grossed a combined total of more than $30 million at the Australian box office.
In 2021, Bridgette became the 10th recipient of the Natalie Miller Fellowship with a focus on developing disruptive entertainment business models. Bridgette holds an MBA from RMIT, with concentrations in marketing and leadership, and was a recipient of the Film Victoria Women in Leadership and Development Fellowship in 2018, where she travelled to the US to engage with Alamos Drafthouse Cinemas to understand their approach to developing local audiences.
