Like the war on Christmas, the new film Australia seems to be a muddled, but no doubt profitable, combination of rampant commercialism and left-liberal political correctness (see Spiked on the former, and Oz Conservative on the latter)
As a Hollywood-style historical epic the film is already commercialised enough, but the instigators of the film have to go one better and explicitly market it as a tourism promotion vehicle. Sure, movies often do make good promotional tools for tourism, as in the case of the Lords of the Rings trilogy, but usually as a by-product of a film’s popularity, not as a reason for producing a film in the first place.
The Lord of the Rings trilogy was filmed in New Zealand because the scenery suited the movies, not ( as far as I know) because the New Zealand tourism board thought filming orks and hobbits running around Fiordland would be a good way to capture the authentic essence of New Zealand.
Using a movie as a marketing video presents problems though, because satisfying modern liberal sensibilities means the producers had to get around the problem of knocking Australia while promoting it. However, using a liberal female immigrant as the heroine was a master stroke – instead of just admiring the scenery and cringing at bigoted outback whites herding around the local Abos, overseas tourist, er movie-goers and urban Aussie liberals can identify with the enlightened new-comer on her mission to bring light to the dark heart of rural white Australia (eat you’re heart out Peter Reobuck).
Conveniently, the heroine character also happens to a Brit, with a saintly indigenous understudy, a combination which allows the producers to show they’re not into passe Mel Gibson-style Pom bashing (or shooting themselves in the foot by alienating a key tourist demographic) and are fully signed up members of the Sorry generation.
Thus not only do the producers manage to knock rural white Australia while promoting Australian scenery, but they also get to promote urban liberal Australia and indigenous Australia at the same time.
Now that’s marketing.