Case Study:
Melbourne International Film Festival

Event Research

Melbourne International Film Festival (MIFF) has played a pivotal role in shaping the city’s cultural identity over its 72-year history. Known for its bold, diverse, and adventurous programming, MIFF attracts audiences who not only enjoy the collective experience of cinema but also seek to discover new perspectives about themselves and the world.

In 2024, MIFF showcased over 250 features and short films, offering stories from across the globe, with a program designed to appeal to all kinds of film enthusiasts.

Since 2019, IER has been conducting market research for MIFF, including adapting to online audiences during the COVID-19 pandemic. IER’s research provides MIFF with valuable insights into audience perceptions and engagement with the festival.

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Ascot Vale
VIC 3032

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Hamilton
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NTMEC: What We Do Image Credits: Installation view of Dunne & Raby’s work Designs for a World of Many Worlds: After the Festival 2023 on display as part of NGV Triennial from 3 December 2023 – 7 April 2024 at NGV International, Melbourne. Photo: Sean Fennessy