Divas down under: the circulation of Asta Nielsen's and Francesca Bertini’s films in Australian cinemas in the 1910s

Abstract

ABSTRACT The early Australian cinema market was a lucrative target for export-dependent European film producers, from the French Pathé Frérès to the Danish Nordisk Films Kompagni. By 1913, cinema attendance was a national pastime in Australia, with approximately 12% of the population going to the pictures every Saturday night. Australian film production was innovative but too limited to meet domestic demand. As a result of this disparity in supply and demand, coupled with the innovative artistry of European silent films, a significant percentage of the films shown in Australia in the pre-World War I years were imported from Europe. Initially, most of these films were advertised simply by their title and occasionally the production company. Despite such minimal branding, many of these films were in continuous circulation on urban and provincial cinema circuits for years at a time. However, with the emergence of the monopoly-distribution system and associated rise of the star culture that sold films on the strength of an actor or actress's name, several European stars began to develop an devoted Australian following. Most of the early European stars who made a name for themselves in Australia were women, notably the Danish actress Asta Nielsen and the Italian actress Francesca Bertini. This article maps the scope of these female European stars’ popularity in pre-World War I Australia and explores the circulation conditions that facilitated their stardom, particularly in relation to the transformation of Australian production, distribution, and exhibition systems in the early 1910s, as well as during and after World War I.