Four years ago the Australian Film Institute became the Australian Academy of Cinema and Television Arts (AACTAs), in a rebranding that aimed to improve the profile of the industry. No longer an "institute", Australia's filmmakers were brought under a new banner: "academy". It made us sound prestigious, and we even moved our awards ceremony to January in line with the US awards season.
The AFI was established in 1958, and we certainly needed a makeover. Over the past few decades we were losing audiences and relevance. So with a sexier statuette and the label of "academy", it felt like we were really recognising a history of filmmaking in Australia.