Under Streetlights –
National Independent Film PR Campaign
Client: Danielle Loy
Project: Under Streetlights – Theatrical Release & Screenings
Campaign Duration: November – December 2024
Capital Cities Covered: Melbourne, Sydney, Perth, Brisbane, Cairns
Agency Role: National PR, Media Relations, Event Management
Overview
AE Creative Communications was engaged by producer Danielle Loy to lead the national publicity campaign for indie Australian film Under Streetlights — Australia’s first musical drama created by and starring locals from Alice Springs.
A raw, hopeful film about survival, transformation, and self-expression, Under Streetlights redefined how stories from Alice Springs are told — shifting from sensational headlines to stories grounded in truth, talent, and music. AECC led national media outreach and managed advanced screenings in both Melbourne and Sydney.
Objectives
o Raise awareness for the film as a bold, community-led high value production
o Support cinema attendance for the national release through earned media placements
o Reframe dominant narratives about the indigenous community in Alice Springs through human storytelling
o Deliver support around talent interviews, AACTA nomination, and film reviews
Execution
Media Campaign
Developed and pitched media stories highlighting:
o Real-life cast experiences (e.g. Leighton Mason, Jacob Harvey)
o Behind-the-scenes: 7 years in development, all independent funding
o Cultural ownership and representation from Central Australian voices
o Danielle’s role in guiding a new kind of fully local regional production
Screenings & PR Management
o On-the-ground and remote support for 4 advanced screenings in:
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Melbourne (Cinema Nova & Classic Cinemas)
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Sydney (Ritz Cinemas & Hayden Orpheum)
o Managed media outerach, media guest lists, event listings, and post-event follow-ups
o Secured listings for the screenings across: EventFinda, What’s On Sydney, What’s On Melbourne, So! Sydney, Only Melbourne, Flicks
Coverage Highlights
Media & Reviews
o The Sydney Morning Herald – Feature story with film leads (7.2M reach)
o IF Magazine – Industry feature + AACTA nomination wrap
o Screen Hub – Review + & Best of 2024" feature
o City Hub, OutLoud Culture, Perth Happenings
o Listings and coverage in Flicks, Hursto’s Reviews, Swiss Review, RMITV
Radio & Podcasts
o ABC Radio (Perth, Goldfields), 3CR Melbourne, Movie Metropolis YouTube
Results & Value
Estimated Media Reach: 7.5M+
Advanced Screenings Managed: 4 across Melbourne & Sydney
Positive Framing Across Outlets: Focused on resilience, art, and youth-led storytelling
Note: National Editorial Coverage Achieved Without Paid Advertising
Why It Worked
AE Creative Communications helped to shape Under Streetlights into more than an indie film — it became a cultural moment examining some of Australia’s most deeply embedded racial issues. Through grounded messaging, strong event support, and emotionally resonant storytelling, we gave regional Australian voices national space and helped audiences reimagine what stories from Alice Springs can sound like.
