Audience Development Fund

As part of its stated commitment to audience development, Screen Ireland is launching the second iteration of the Audience Development Fund to drive new audiences to Irish film, animation and documentary.

Objectives of this fund

• Build a greater and more diverse audience for independent Irish film, animation and documentary
• Increase visibility of Irish films nationally
• Enhance access to diverse content
• Engage with younger audiences
• Reflect contemporary Irish culture
• Promote cinema-going to a wide range of socio-economic groups
• Gather feedback from Irish audiences
• Promote Irish creative screen talent connecting with local and international audiences
• Utilise the Irish cinema network to promote Irish films directly to audiences

Candidates can include:

• Irish owned cinemas or cinema chains
• Irish distribution companies
• Irish content platforms
• Irish media marketing companies
• Audience research experts
• Irish Festivals or groups of festivals
• Media Outlets with a wide cultural audience
• Outreach groups with a specific focus on film audiences

Activities could include:

• Creating ambitious new film events which will drive audiences to Irish films
• Building audience development initiatives
• Expanding audiences at Irish film festivals for Irish films
• Commissioning research on audiences in Ireland 
• Testing the efficiency and impact of marketing campaigns for Irish films including new and innovative promotional methods
• Developing a pilot schools outreach model
• Creating a data-driven campaign using Irish content
• Audience testing of projects at script development stage
• Running exit polls on Irish content
• Touring Irish Film Programmes
• Initiatives to create access opportunities for audiences with disabilities
• Promotional initiatives connecting Irish creative screen talent with audiences

Funding Strands

The Audience Development Funding Scheme awards funding under three strands.

• Strand 1 – Up to a maximum of €40,000 to stakeholders to deliver a large-scale, high-quality audience development initiative with measurable results over a period of 12 months.
• Strand 2 – Up to a maximum of €25,000 to stakeholders to develop and deliver one or a series of audience development activities that would be likely to have a significant impact on Irish audiences.
• Strand 3 – Up to a maximum of €10,000 open to applicants who are focused on delivering a more targeted audience development plan, perhaps specifically aimed at impacting niche groups or underserved audiences.

How are applications assessed?

Applications will be assessed under the following headings and awarded a mark from 1-10 for each section. The total marks available for a project are 50.

• Innovation of audience-reaching plan for independent Irish film including statement on diversity, equity, inclusion and sustainability. (10 marks)
• Cost & value of the activity. (10 marks)
• The extent to which the proposal set out is realistic and achievable. (10 marks)
• The strength of the marketing and publicity plans. (10 marks)
• The relevant experience and track record of the applicant with regard to the event / activity proposed. (10 marks)

Important Notes on Applications:

• Applicants must avoid double-funding e.g. if a festival or a distribution company is in receipt of Screen Ireland funding under a different support scheme they must ensure they are not applying for the same item/event/activity twice.
• Festivals already in receipt of Screen Ireland large festival funding may not apply for funding for their core festival.
• This fund is not designed to fund existing expenditure, rather it is to enable new activity in addition to the applicant’s regular business.
• Please note, this is a competitive fund and previous funding under the pilot Audience Development Fund scheme does not guarantee further funding on this round.
• Costs relating to items such as infrastructures and existing company overheads are not eligible.
• On conclusion of their activity successful applicants will be required to provide a detailed report which includes an evaluation of their activities against their original objectives, as well as an approved cost report.

How to apply?

Applicants must apply with a detailed clear plan for the project or activities proposed to benefit from this fund. The following must be included as part of the application: 

• Fully costed budget for the proposed activities
• Track record of applicants – outlining relevant experience
• Outline of activities, their innovative qualities, and how they will help to connect new and diverse audiences with Irish film
• Marketing & publicity plans to promote the project/activities
• Proposed timeline to carry out the project from setup to delivery
• Stated commitment to diversity, inclusion, equality, and sustainability. This should be in relation to the proposed activity as well as a company statement on these commitments.

Deadline for applications: Monday, 13th October 2025 at 1pm. For any queries please contact audiencedevelopmentfund@screenireland.ie.