Feature photo: Travis Akbar. Photo credit: Dark Before Dawn
A new film distribution company has launched in South Australia with a mission that goes far beyond selling cinema tickets. Wirra Distribution is now open for business and is believed to be the first fully First Nations-owned distributor in the country. Founded by Wongutha filmmaker Travis Akbar, the company is rooted in values of cultural safety, fairness and trust.
Travis said the idea came together faster than expected.
“I received a grant from Screen Australia and spent a year working with a production company. That experience gave me the push to bring my own vision to life,” he said.
“Once I shared the idea, support followed.”
He registered the company and quickly received distribution offers, but said he needed time to find the right structure.
“I wanted to launch in a way that felt intentional and respectful,” Travis added.
The debut release from Wirra Distribution is a poetic film titled Satu – Year of the Rabbit. Shot in Laos on 16mm film, it tells the story of a young boy on a journey to find his mother.
“The film is entirely subtitled and filled with emotion and beauty. While not an Indigenous story, it was chosen to show that Wirra is open to a range of stories.”
“It’s important not to be boxed in by genre or identity.”
Travis is a filmmaker himself. He explained that his goal was always to work in distribution.
“Growing up, I was not exposed to filmmaking equipment and took an indirect path into the industry,” he said.
“I studied marketing, worked in retail and later found my way in through film reviews.”
He has spent the past six years working hard to build a name for himself and now wants to create new pathways for others.
He said Wirra is currently a one-person operation but he hopes that will change. He wants to employ others in the future and sees honesty and fairness as essential.
“I want to give filmmakers higher percentages than they would receive through traditional contracts. Many distributors take half or more of the profits. I am committed to covering costs, but beyond that, I want to return as much as possible to the creators.”
Travis said there is a new generation of First Nations filmmakers coming through, and many are exploring genres like horror and thriller.
“There is a real wave of fresh ideas and I wants Wirra to be a trusted space for those voices.”
For Travis, the name Wirra — meaning “coolamon” in the Wongutha language has deep meaning. He said it comes from the idea of the holding tool. He explained that he sees himself as the person holding space for these films and helping them reach audiences.
As for his picks of indigenous films at this year’s Adelaide film Festival, Travis recommends the First Nations Shorts on Saturday 18 October. For more information, click here.
Wirra Distribution
For more information, click here.
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