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Creating unique cinema experiences

The My Cinema marketing platform gives ICA members access to national promotions and events to connect their brand with unique cinema experiences to drive box office performance.


Exclusive offering

Enhance your customer experience with offerings exclusive to independent cinemas. All My Cinema promotions are opt-in, so you can choose the ones that suit your audiences.

There is a range of materials to support the promotions:

  • Tagged trailers
  • Sneak peek clips
  • Unique footage of interviews and events
  • Screen slides
  • Social media
  • Flyers, counter cards and/or posters
  • Directory advertising
  • Website banners

Support materials are easily downloaded from the ICA website and are designed to deliver clear and consistent communication across all participating member cinemas.

The My Cinema platform increases the impact of your local marketing efforts as you join forces with more than 120 cinemas across the country.

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My Cinema Select
Bringing limited release films to life

Offer your customers unique screenings of special Australian or independent movie gems.

Great for regionally located cinemas, My Cinema Select screenings bring something special to town, either at the time of release or as a special preview.

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My Cinema Premiere
Supporting Australian and wider release films

Roll out the red carpet with My Cinema Premiere. Gain access to Australian and wider released films for special event screenings to create memorable moments for your customers.

Developed with the support of Screen Australia, we can help you create a special night at the movies that will get the town talking.


The Mark Sarfaty Cinema and Performing Arts Benevolent Fund

Established in memory of former ICA CEO, Mark Sarfaty, the fund raises money to provide special need grants to disadvantaged families within the Australian cinema and performing arts community. We also partner with established charities supporting the wider community, such as Beyond Blue.

My Cinema Charity

We work closely with exhibitors and film distribution companies to host up to three charity screenings every year, with the aim of profiling important community causes and raising funds for the Mark Sarfaty Cinema and Performing Arts Benevolent Fund.

As an ICA member you can participate in these fundraising activities and support your local community.

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