NZ Film Commission boss Annie Murray opens up in today’s Media Insider podcast on the future of Kiwi movies, the commission’s new focus, taking NZ films to the world, and why we need to look beyond box-office takings to judge a film’s success.
The NZ Film Commission has front-footed its taxpayer-funded international travel bill, including a six-figure trip to Mumbai, Cannes and London, saying face-to-face meetings are critical in a $3.5 billion local industry striving for more big hits to be produced here.
And, says NZFC chief executive Annie Murray in today’s Media Insider podcast: “You won’t see any photos of us drinking because there’s no time.”
The NZFC issued a statement last week, in response to an Official Information Act request, alongside the costs of trips for various executives to Los Angeles, Mumbai, London, Cannes and Ireland so far in 2025. More trips are planned this year to Melbourne, the US and Venice.
“The New Zealand screen sector generates $3.5b in annual revenue and supports around 24,000 jobs,” said the NZFC in its response to the Official Information Act request (the person or group who requested the information has been anonymised by the NZFC).
“Securing this investment depends on sustained, trust-based relationships with global partners – from studios and streamers to financiers and distributors. Maintaining and growing these connections requires direct, strategic engagement in key global markets.
“We plan international engagement deliberately and carefully. Trips are bundled to maximise value, reduce duplicated costs, and ensure every journey supports multiple goals.”
Various executives, including Murray, were part of a “global trade mission” incorporating Mumbai, London and Cannes in May. The total cost of that mission was $255,904 – in a total international travel cost so far in 2025 of $360,325.
The commission listed specific outcomes of that global trade mission:
In today’s Media Insider podcast, Murray elaborates on those missions and we question her on whether people are making political mileage over hers and others’ air mileage.
And we delve into the future of the New Zealand film industry, which faces sharp competition from countries offering major incentives to draw international films to their own shores.
Murray - who became chief executive of the commission in June 2023 - discusses specific projects on the boil, the rise of AI, and she responds specifically to criticism from some within the industry that the NZFC, historically at least, has been too conservative and cautious in its funding approach.
Before the hit movie Tinā came along, New Zealand’s last big hit was nine years ago – 2016’s Hunt for the Wilderpeople.
Why has it been so long between drinks, and are there new Taika Waititis, Peter Jacksons and Jane Campions waiting in the wings?
The commission’s full response to Official Information Act request:
Editor-at-Large Shayne Currie is one of New Zealand’s most experienced senior journalists and media leaders. He has held executive and senior editorial roles at NZME including Managing Editor, NZ Herald Editor and Herald on Sunday Editor and has a small shareholding in NZME.
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