Australia’s ‘Revive’ National Cultural Policy Under Scrutiny by US Trade Representative
The United States Trade Representative, Jamieson Greer, has set his sights on Australia’s upcoming ‘Revive’ National Cultural Policy. In a recent social media post, Greer accused Australia of “undercutting” the U.S. film industry, sparking concerns about the impact of this policy on international relations.
The Trump administration has been working to bring big-budget Hollywood productions back to the United States, appointing special ambassadors to Hollywood to kickstart this initiative. One of the key moves was the approval of a 100 percent tariff on movies made outside of the country, although details on the implementation of this tariff are yet to be revealed.
Greer highlighted the fact that over 80 countries offer production tax incentives, leading many productions that could have been filmed in the U.S. to relocate to other countries. He noted that blockbuster films have been filmed in Canada, Croatia, France, New Zealand, among others, due to the generous incentives offered by these countries, while overall production in the U.S. has seen a significant decline.
Specifically, Greer pointed out the Australian Labor government’s National Cultural Policy, known as ‘Revive,’ which recommends imposing Australian screen content requirements on streaming video services. He estimated that this could result in U.S.-based platforms spending between $220 million and $440 million annually in Australia instead of in the United States.
The policy proposes a production expenditure model where streaming companies would need to allocate a portion of locally derived revenue, up to 30 percent for the largest platforms, towards Australian drama. Additionally, it suggests that 10 percent be invested in new local productions, with a potential increase to 20 percent in the future, although the policy is still under development.
While countries often rely on tools like local content quotas to maintain their cultural identity, concerns have been raised that the proposed quotas in Australia could violate the terms of the Australia–United States Free Trade Agreement (AUSFTA). Officials are currently refining the Revive proposal ahead of Cabinet consideration.
Australia’s response to these developments has been mixed, with Ambassador Kevin Rudd expressing concerns about the impact of the 100 percent tariff on imported films on cultural exchange. Local experts fear the repercussions on the Australian industry, which heavily relies on U.S. productions for economic growth and job creation.
As the debate continues, it remains to be seen how Australia will navigate the challenges posed by the Revive policy and the potential implications for its cultural and economic ties with the United States. The future of the film industry in both countries hangs in the balance, as policymakers grapple with balancing national interests and international collaboration in the digital age.
