Post-Campaign Report: Stage 01
The Mozart’s Sister impact campaign aimed to ignite conversations about gender diversity in classical music by highlighting the story of Maria Anna Mozart. The goal was to activate allies and audiences for long-term systemic change.
The campaign is being rolled out in three stages. Please see attached document for full report detail. The first stage was delivered alongside the film’s theatrical release, with results and insights outlined on pages 2–10.
The next steps, including fundraising for Stage 2 of the campaign, are planned for 2025 and with the recent cultural grant from NSW, a Mozart’s Sister concert tour which will launch early in 2026. We have 6 orchestra’s already signed up to present a program of work of the Mozart’s Sister score, composed by Jessica Wells, several featured Mozart works and each concert will feature a contemporary female composers work.
Theatrical Release
Overview: The film’s theatrical release was central to launching the impact campaign and building an audience base.
Description:
● The film grossed $200K at the box office and was the 4th highest performing Australian documentary in 2024.
● It performed the strongest at cinemas with an audience demographic that skewed older: Sydney (Roseville, Cremorne & Randwick), Melbourne (Nova), Hobart (State), and Perth (Luna Leederville).
● Eleven Q&A events with sector leaders were organised to expand reach and deepen engagement.
● Outreach efforts targeted schools, orchestras, choirs, and diversity-focused organisations.
Summary: The success of the theatrical release validated the campaign’s approach to using film as an entry point for broader discussions on diversity. It also established a network of allies who are eager to champion future impact initiatives.
Outreach & Engagement
Overview: A bespoke outreach strategy targeted organisations focused on classical music, education, female empowerment, and diversity.
Description: Over 400 organisations were directly contacted by good.film and the filmmakers through direct outreach and email campaigns.
● These included: 160+ schools, 50+ major orchestras, 145+ choirs, ensembles and youth orchestras, 30+ composers, 60+ organisations committed to diversity and female empowerment
● 10 x EDMs were sent to good.film’s database, including: Mozart’s Q&A Screenings are selling fast!. Open rate: 21.8%
● Emails were also sent from our partners at The Tenth Muse Initiative and Media Stockade.
Summary: This targeted, grassroots approach ensured that the campaign reached key audiences. It created the feeling of being personally invited to watch the film. While time consuming, this approach is particularly effective and important given the limited marketing budget available for independent documentaries like Mozart’s Sister.
Education Partnerships
Overview: Collaborations with education providers enhanced the film’s impact in advancing education initiatives.
Pre-Theatrical Release School Outreach:
● Reached out to 150+ schools to offer preview screenings of Mozart’s Sister as an engagement initiative.
● Two schools accepted the offer, hosting special school screenings with cinema partners that contributed 100s of tickets sales to the overall Box Office.
● Learning: the concept behind this offering was the right approach. Our sense is that the lower uptake might have been due to the difference choices schools had for how to have a theatrical screening. By limiting these choices we might have had a higher uptake. Also, making sure it’s early enough for them to plan around.
Key Education Partnerships:
1. Max Holzner (Gradus Software and Music Apprentice):
● Developed a comprehensive study guide for secondary students, launched for free during the theatrical release via the Music Apprentice platform: https://www.gradussoftware.com.au/ and https://sgms.musicapprentice.com.au/studio#/welcome
● This was an entirely ‘new’ approach to Study Guides as we did not work with the traditional providers.
● This decision was made because (A) MusicApprentice was a digital platform that could integrate the film (trailer and clips) into the delivery; and (B) we had a shared objective with
MusicApprentice of getting into as many schools as possible.
● The platform integrates tools for schools and aims to make music education accessible for under-resourced institutions.
● The Study Guide was launched during the theatrical release to help drive audiences to see it in cinema.
2. Dr. Anita Collins (Bigger Better Brains):
● Focused on engaging primary school teachers as Dr Collins had already built out a significant network through her work with the Alberts Foundation.
● We organised a Zoom call that received 80+ RSVPS to connect with primary educators, promoting both her work and the film Mozart’s Sister.
● The Zoom was held during the theatrical release to help drive audiences to see it in cinema.
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