Events » Masterclass: Your International Market Strategy (SYD)

Understanding world markets, positioning your company, and preparing, pitching and closing deals.
Are you looking to seriously explore your opportunities in the international market arena?

In this four-hour business class a panel of industry experts will give you practical insights into positioning your company, defining and aligning your business and international marketing objectives, and formulating your international market strategy. They will also assist you in selling yourself, identifying your target markets, give you the tools to successfully pitch and sell your projects and understand how to approach government assistance programs. This Business Class will be split into four distinct parts:

Choosing the right markets for your projects and accessing government support with Richard Harris and Harry Avramidis from Screen Australia.

The Screen Australia Business and Audience Development team will present an overview of the key international film and television markets and pitching events, and the support that Screen Australia provides. The session will cover market opportunities for all formats with market intelligence and reports to help you plan the right market strategy for your program.

This session will cover a diverse range of markets for film, television, and newer platforms as well as a diverse range of territories. Markets include Marche du Film Cannes, European Film Market Berlin, Asian Side of the Doc, World Congress of Science and Factual Producers, Content London and more. Pitching events include Berlin Co-pro Market, MIPFormats International Pitch, Hot Docs Forum Toronto, IDFA Forum Amsterdam, Power to the Pixel London and more.

A discussion about making the right moves for your future with Karen Eck from eckfactor and Matthew Deaner, CEO of SPA. 

Producers are in the business of selling. While content is king, building a successful career involves more than the program. Producers need to build a profile, a brand, and be alive to publicising and marketing the content and brand before, during, and after production. A discussion with a successful publicist about positioning your self and your work in the marketplace, articulating your personal and business brand, the consistency and cadence of marketing messages, and measuring your success.

Features to TV formats - Who’s Buying? Which market? Where and How?

A panel of experienced producers from feature film, television drama and unscripted programs will provide a best practice guide to preparing for markets, pitching and networking at the markets, and how to follow up after the markets to close your deals.

Janelle Landers from WBMC, Mark Lazarus from Arclight Films, Michael Tear from Wildbear Entertainment, and Carmel Travers from Essential Media and Entertainment will join Owen Johnston (SPA) to explore the following:

  • Strategies for approaching the international market for your feature film or TV project, from financing to selling;
  • How can Screen Australia help?
  • Market testing your ideas before financing;
  • Pitch Perfect: Preparing to pitch & creating great marketing materials;
  • Creating a buzz – the value of pitching competitions;
  • Selling into the USA: Do you need an agent? How do you get one?
  • Finding and working with international partners: distributors, sales agents, broadcasters and co-producers;
  • Making the most of your market experience;
  • Follow up and being the ultimate closer.

Warren Cross, Export Incentives, Export Market Development Grants, Austrade.

This team of experts will share invaluable insights on how to best prepare for and approach EMDGs (Export Market Development Grants) to assist you in supporting your international market activities.

DATE: Thursday, 30 March 2017
TIME: 1.00pm - 5.00pm
VENUE: AFTRS Building 130, The Entertainment Quarter, Moore Park, Sydney
INCLUDES: Afternoon Tea
PARKING: Parking is available at the Entertainment Quarter carpark. Reduced rates are available if you validate your ticket with AFTRS reception.


SPA Members: $90 | Other Industry Guilds: $135 General Price: $150 

To receive the SPA members special discount, select ENROL on the AFTRS booking page, and choose SPA member registrant type.

Presented by Screen Producers Australia and the Australian Film Television and Radio School.



Head Of Business And Audience, Screen Australia

Richard Harris manages Screen Australia’s Business and Audience department, which has a remit to support the development of the local industry. Richard was previously CEO of the South Australian Film Corporation (SAFC), Executive Director of the Australian Directors Guild, held policy positions at the Screen Producers Association of Australia and the Australian Film, Television and Radio School.

Harry Avramidis is the International Markets Manager at Screen Australia. Prior to joining Screen Australia in 2013, he held senior positions at Sydney Film Festival; Arclight Films International; Twentieth Century Fox; Becker Films International; Beyond Films International; as well working as a Post Production Supervisor for award-winning independent producers.

Karen Eck is a specialist in publicising and promoting leaders and their brands in the entertainment, media and business world.

With 25 years of international media and publicity experience, she has worked with some of the biggest entertainment names in television including Oprah Winfrey.

Harpo Productions hired eckfactor to represent its media relations for Oprah’s Ultimate Australian Adventure. Acclaimed worldwide as a magnificent tourism success story, Oprah’s visit to Australia required the management of multiple media and television events against the backdrop of iconic Australian locations from Sydney’s Opera House to Uluru.

Karen founded eckfactor in the United States in 1999, managing publicity campaigns for the Discovery Channel, National Geographic, Columbia Tri-Star International and USA Networks.

She then became the event media director for Eco-Challenge, the global expedition race series created by Mark Burnett, executive producer of Survivor, the worldwide reality TV phenomenon. Karen managed international media teams for Eco-Challenge races in Argentina, Borneo, Morocco and New Zealand.

eckfactor relocated to Sydney in 2001 and is now a premier publicity agency in Australia and New Zealand.

eckfactor’s long list of impressive clients over the years include Harpo Productions, Discovery Networks, Viacom (Nickelodeon and MTV), Turner Broadcasting (Cartoon Network and CNN), Sony Pictures Television, News Limited, Nova Entertainment, ABC TV, SBS, The Australian Museum and GARMIN.

Karen is the co-founder of specialist talent agency, Plus One Talent, which represents stars in television, radio and new media. 

Janelle Landers credits include Son of a Gun starring Ewan McGregor and Wasted on the Young, the first feature film from award winning writer/director Ben C. Lucas which received an Honourable Mention from the jury at the Sydney Film Festival and was acquired by Paramount Pictures.  With a background in visual arts and first class honours degrees in Law and Media Arts Production, Janelle worked as a lawyer and producer in Sydney before joining WBMC in 2006 to produce a range of documentary and drama projects for film, TV and new media.  As Director of Production and Development at WBMC, Janelle oversees the development and production strategies for all screen content that the company produces.

Mark Lazarus is head of creative and acquisitions in Australia for LA-based Arclight Films.

He has more than 25 years of experience in the film industry and most recently was a drama investment manager at Screen Australia (SA) where he worked on films including: Patrick Hughes’ RED HILL, Kimble Rendall’s BAIT 3D, recent Sundance phenomenon THE BABADOOK, the upcoming Simon Pegg-starrer, KILL ME THREE TIMES, the Spierig Brothers’ PREDESTINATION starring Ethan Hawke and Julius Avery’s SON OF A GUN starring Ewan McGregor, among many others.

Mark also supervised SA’s involvement on a number of high-profile television drama series including Shine and the Seven Network’s INXS miniseries, Never Tear Us Apart as well as the upcoming flagship miniseries, Gallipoli from the Nine Network and Endemol Australia.  He was a key player in the financing of children’s television series for the organization, too. PJ Hogan, Jerry Zucker and Stephan Elliott are just some of the talented filmmakers he has worked with during his tenure at SA.

As an award-winning producer, Lazarus’ credits include THE LOVED ONES, winner of the Cadillac People’s Choice Award for TIFF’s Midnight Madness sidebar in 2009, RESTRAINT, starring Travis Fimmell, Teresa Palmer and Stephen Moir, and AUSTRALIAN RULES, an official selection at Sundance and winner of an International Humanitas Certificate.

Prior to joining SA, Lazarus held executive positions including project manager in the film development branch of the Australian Film Commission, executive producer of Filmgraphics Entertainment and he was also head of development and acquisitions at Ocean Pictures where he acquired Phillip Noyce’s RABBIT-PROOF FENCE. His first executive appointment was in creative affairs at Fox Icon Productions, 20th Century Fox and Mel Gibson’s Icon Productions joint venture.

CEO, WildBear
President, Screen Producers Australia

Before becoming CEO of WildBear, Michael was the Managing Director and co-founder of production company Bearcage. Michael’s credits as Producer and Executive Producer encompass award winning television, government and commercial productions. His notable projects, both one-offs and series, include Building Australia (2013, History Channel), The Boffin, the Builder and the Bombardier (2013, ABC), The Story of Australia (2013, CCTV9), New Zealand From Above (2012, ZDF/Arte, National Geographic, Prime TV), The Digger (2011, History Channel, Gold Dolphin winner at the Cannes Film and Television Awards), Blessed Mary (2010, History Channel), For Valour (2009, History Channel), and Strong Men of Nguiu (2007, ABC Television). Michael was also an Executive Producer on feature film The Babadook (2014, Official Selection at Sundance Film Festival), a former member of the ACT Cultural Council and currently serves on the board of ScreenACT.

Carmel Travers - Executive Producer, Director/Business Development, Essential Media and Entertanment.

Carmel has been writing, producing and directing television shows for more than three decades. She’s also founded and run production companies including Beyond International, Energee Entertainment and Purple Pictures.

Film and television productions created and produced by Carmel include Beyond 2000, Climate In Crisis, Wicked, Crocadoo, Gloria’s House and the feature film, The Magic Pudding. Awarded works include the documentary films Red Flag Over Tibet, Refugee Like Me and Truth, Lies and Intelligence, all written, produced and directed by Carmel.

A former General Manager at Network Ten, Carmel’s been a Director of a number of private and public corporations and has held several Government Board positions.

Warren Cross, a practising lawyer since 1979, has been CEO and Senior Legal Counsel of Export Incentives Pty Ltd since its inception in 1983. He has been a partner and divisional leader in national law firm Gadens, as well as running his own successful legal practice, specialising in intellectual property and international trade.

He has served on the Board of the Export Council of Australia and been a legal advisor to the Australian Commonwealth Government. Warren has pioneered the use of the Export Grant Scheme in many areas, particularly intellectual property and services. He has personally conducted numerous test cases in the Administrative Appeals Tribunal to establish new areas of eligibility.

Successful test cases have led to new guidelines being published for the fashion, arts, music and film industries. Significant new areas of qualifying expenditure have become available as a result of those test cases.