ACMI

What ACMI does

ACMI (Australian Centre for the Moving Image) operates Australia's national museum of screen culture from Federation Square in Naarm/Melbourne, occupying a purpose-built venue with galleries, two cinemas (390 and 168 seats), hire venues up to 700 standing, the ACMI X creative co-working hub, an on-site cafe/bar and ACMI Shop. Its centrepiece product is The Story of the Moving Image, a free interactive exhibition covering film, TV, videogames and art, complemented by rotating ticketed exhibitions (including The Vinyl Factory: Reverb in 2026), a year-round cinema and festival program, and touring exhibitions that travel internationally.

The museum is built on an internal technology stack including XOS (eXperience Operating System), which connects collection data, IoT devices and online content; the Constellation interactive tables; the public ACMI Public Collections API; and ACMI Labs, an experimental platform hosting AI-powered video keyword search and link-discovery tools. A flagship visitor-facing artefact is The Lens, a free NFC-enabled cardboard take-home device with more than 200 building touch points that lets visitors collect objects and continue their journey online. The collection itself, screened since the 1940s, is a primary asset underpinning exhibitions, education programs and licensing.

ACMI is government-owned, operating as one of nine Victorian Government public cultural institutions, and earns revenue across multiple streams: ticketed exhibitions and cinema screenings ($12–$20 plus a $20 annual exhibition add-on), tiered memberships ($25–$350), corporate venue hire, ACMI Shop retail, touring-exhibition licensing, education programs delivered to schools and teachers, corporate partnerships, and tax-deductible donations. GTM is event-driven and segmented across general cultural consumers, schools and educators, creative-industry professionals (via ACMI X), corporate event clients, and members, with acquisition channels spanning social media, newsletters, hosted festivals (MIFF, Melbourne International Games Week), PR, and a dedicated venue-hire sales team.

Name

ACMI

Legal name

Australian Centre for the Moving Image

Website

https://acmi.net.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

ACMI is Australia's national museum of screen culture, a Victorian Government-owned cultural institution in Melbourne exhibiting film, TV, videogames and digital art; it operates ticketed exhibitions, two cinemas, touring exhibitions, a creative-industry co-working hub, and a free interactive centrepiece exhibition supported by membership and education programs.

Ownership category

akta.pro rank

Product category

Screen Culture Museum

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (712110), Motion Picture Theaters (except Drive-Ins) (512131), Motion Picture and Video Exhibition (51213)

SIC

Services-Motion Picture Theaters (7830), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Exhibitions, Trade Shows & Booth Management (HSACADAH)

Keywords

• Screen culture museum
• Moving image exhibitions
• Cinema programming
• Media preservation services
• Creative industry coworking

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from ticketed exhibitions (such as The Vinyl Factory: Reverb at $20 with membership add-on) and cinema screenings at ACMI's two state-of-the-art cinemas.
2. Membership Subscriptions: Annual memberships ranging from $25-$350 providing discounted tickets, shop discounts, pre-sales, and member-exclusive previews. Free memberships available for First Nations people, teachers, and concession card holders.
3. Venue Hire: Corporate and private event hire of museum spaces including Underground Gallery (700 standing), Swinburne Studio (200 standing/150 seated), Cinemas (390 and 168 seats), and other venues for conferences, launches, screenings, and parties.
4. Retail (ACMI Shop): Brick-and-mortar and online shop selling curated merchandise including books, clothing, homewares, posters, gifts, toys, and exclusive ACMI-branded products.
5. Touring Exhibitions: Licensing and rental revenue from touring award-winning exhibitions to other venues globally.
6. Corporate Partnerships: Sponsorship and partnership arrangements with corporate entities for branding, events, and programming support.
7. Donations and Fundraising: Tax-deductible donations from public appeal for collection preservation and digitization projects.
8. Education Programs: Revenue from school excursion bookings, workshops, professional learning days, and education events.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

ACMI is Australia's National Museum of Screen Culture, operating a physical museum at Federation Square in Melbourne with a free permanent interactive exhibition (The Story of the Moving Image), ticketed rotating blockbuster exhibitions, two state-of-the-art cinemas (390 + 168 seats), a creative co-working hub (ACMI X), and a schools and teachers education program. It generates revenue through exhibition and cinema ticket sales, tiered memberships, touring exhibition licensing to global venues, venue hire, retail, cafe services, corporate partnerships, donations, and online retail and film rentals.

Product overview

ACMI (Australian Centre for the Moving Image) is Australia's National Museum of Screen Culture — a museum offering exhibitions, films, events, education programs, collection access, and industry co-working spaces. Its core product is The Story of the Moving Image, a free interactive centrepiece exhibition exploring film, TV, videogames and art, complemented by ticketed exhibitions (The Vinyl Factory: Reverb), a dual-cinema program, and touring exhibitions that travel internationally. Key supporting offerings include The Lens (a free handheld take-home collection device), the ACMI Collection (accessible in-person and via a Public Collections API with experimental AI search tools), ACMI X (a co-working and residency hub for creative practitioners), and education programs for schools and teachers. The museum also operates venues for hire, an on-site cafe/bar, a retail shop, and tiered membership programs. XOS (eXperience Operating System) is the underlying software platform powering exhibitions by connecting collection data, IoT devices, and online content through the Lens.

Differentiator

Problem solved

Functional benefit

Brands

• The Lens: A free handheld take-home device that lets visitors collect artworks and objects discovered in exhibitions and continue their journey online.
• ACMI X
• FACT Symposium
• ACMI Xcel Accelerator
• ACMI Labs

Products and services

• The Story of the Moving Image ACMI's centrepiece free permanent interactive exhibition tracing the past, present and future of screen culture across film, TV, videogames and art; visitors can use the Lens device to collect favourite moments and continue their journey online.
• The Lens A free handheld take-home device that lets visitors collect artworks and objects discovered in ACMI exhibitions. Made of compressed cardboard with NFC tag and plant-based dyes. Collected items are curated into an online collection accessible via a unique Lens code.
• ACMI Collection A wide-ranging collection of screen culture material including films, TV, videogames and commissioned works acquired and catalogued since the 1940s. Accessible via in-person services, online search, and experimental AI-powered search tools.
• ACMI Public Collections API A public API providing programmatic access to ACMI's collection metadata, enabling external developers to query and use ACMI's work data. Digital initiatives are driven by an open source and open access ethos.
• ACMI X A co-working hub for Melbourne's creative practitioners, startups and businesses working with creative technology across film, TV, videogames and art. Fosters creative fusions and cross-disciplinary partnerships. Location: Level 2, Fed Square, Melbourne.
• ACMI Cinemas Two state-of-the-art cinemas (Cinema 1 with 390 seats and Cinema 2 with 168 seats) hosting ACMI's diverse cinema program including film seasons, festivals, matinees, and special events. Also available for private and corporate hire.
• Touring Exhibitions ACMI creates and produces touring exhibitions celebrating screen culture across film, TV, videogames, digital culture and art. Current touring exhibitions include Game Worlds, Marshmallow Laser Feast: Works of Nature, Play School: Come and Play!, Honk! Untitled Goose Exhibition, plus previously toured titles like Game Masters, DreamWorks Animation, and Goddess: Power, Glamour, Rebellion.
• Schools & Teachers Programs Curriculum-aligned educational programs for primary, secondary and VCE students, including exhibition visits, workshops, talks and film programs. Also offers teacher professional learning, free teacher membership for VIT registered teachers, and the Gandel Digital Future Labs for education.
• ACMI Membership Tiered membership program offering benefits including discounted exhibition entry, cinema and event tickets, 10% off the ACMI Shop, no booking fees, pre-sales, member-only previews, and partner offers. Tiers include Standard ($30/year), Concession ($25/year), Premium ($350/year), free Blak Membership for First Nations people, and free Teacher Membership for VIT registered teachers.
• Venue Hire Event hosting services with multiple spaces including the Lightwell (450 standing), Underground Gallery (700 standing/400 seated), Swinburne Studio (200 standing/150 seated), Cameo (90 seated/255 standing), Gandel Digital Future Lab 1 (50 seated/90 standing), Boardroom (16 seated), and Cinemas for private hire.
• ACMI Shop Retail shop offering a handpicked selection of books, clothing, homewares, posters, gifts, toys and more, including exclusive ACMI merchandise and products from local and independent artists. Located at Fed Square and available online 24/7.
• Cinema 3 An online experience for renting films on demand 24/7. Films available for rental include Boom for Real - The Late Teenage Years of Jean-Michel Basquiat and other curated screen culture titles.
• ACMI Cafe + Bar On-site cafe and bar serving snacks, light meals, coffee and drinks. Located on Level 1, open daily with hours extended to accommodate cinema sessions.

Quantifiable outcome

• 1 million+ visitors annually through exhibitions, screenings, commissions and festivals
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

19 partnerships are on record, tiered core, major, flagship and supporting.

• Ludo StudiocoreStrategic or Co-development Partner · 1 January 2024Partnership with Emmy-award winning production company behind Bluey, Robbie Hood, and The Strange Chores. Established a 3-month $10,000 residency at ACMI X. Joint development of world-premiere Bluey exhibition opening 2027 with BBC Studios.
• BBC StudioscoreStrategic or Co-development Partner · 1 January 2024Co-production partner with Ludo Studio and ACMI for the world-premiere Bluey exhibition opening 2027.
• RMIT UniversitymajorStrategic or Co-development Partner · 1 January 2024Major research partner for ACMI X co-working hub. Collaborative programs including ACMI + RMIT Young Creators' Lab (2024-), ACMI + RMIT Audience Lab (2018-), ACMI + RMIT Games Prize (2019-). Opens pathways for students and alumni into creative industries.
• Australia Council for the ArtscoreStrategic or Co-development Partner · 1 January 2021National Cultural Digital Program partnership for CEO Digital Mentoring Program (2021-23) providing strategic technology and digital mentoring for cultural organisations.
• State Library VictoriacoreStrategic or Co-development Partner · 1 January 2018Foundry658 initiative - supporting creative people to transform ideas into sustainable businesses. Delivered by ACMI and State Library Victoria as part of Victorian Government's Creative State strategy.
• Gandel FoundationflagshipStrategic or Co-development PartnerFlagship Grant providing Gandel Digital Future Labs - two revitalized education studios and support to take education programs into regional Victoria.
• Department of Education VictoriamajorStrategic or Co-development PartnerEducation Partner supported through the Department of Education Victoria's Strategic Partnerships Program for school excursion programs.
• Blackmagic DesignmajorTechnology or IntegrationMajor Partner for the Blackmagic Design Media Preservation Lab - dedicated to preserving Australia's analogue past while ensuring digital accessibility.
• National Film and Sound Archive (NFSA)supportingTechnology or IntegrationSupporting Partner collaborating on collection access and preservation initiatives.
• Launch ViccoreStrategic or Co-development PartnerGovernment partner supporting the ACMI Xcel Accelerator where creative technology meets cultural entrepreneurship.
• Melbourne Electronic Sound Studio (MESS)coreStrategic or Co-development PartnerPartnership with MESS in North Melbourne to support local musicians and producers through new initiative.
• Big Ant StudioscoreStrategic or Co-development PartnerGames Lab Presented by Big Ant Studios - ongoing exhibition showcasing game development and interactive experiences.
• Arts Access Victoria (AAV)supportingStrategic or Co-development PartnerCollaboration on Sensory Guides development for accessibility services.
• Autism Spectrum Australia (Aspect)supportingStrategic or Co-development PartnerCollaboration on Sensory Guides development for accessibility services.
• Second StorysupportingTechnology or IntegrationLens concept, design and production collaborator.
• Swinburne University's Centre for Design InnovationsupportingTechnology or IntegrationLens concept, design and production collaborator.
• LumicomsupportingTechnology or IntegrationLens concept, design and production collaborator.
• Deutsches Filminstitut & Filmmuseum (DFF)supportingTechnology or IntegrationInternational collaboration to create Konstellationen // Constellations - interactive visitor experience inspired by ACMI's Constellation.
• Travellers AidsupportingOthersMobility equipment hire provider based at Flinders Street and Southern Cross stations for visitors with accessibility needs.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tate Modern: Major global modern-art museum operating exhibition, retail, venue hire, and membership revenue streams — useful broader incumbent comparable for monetisation mix even though art rather than screen focused.
• Barbican Centre: Major London arts and conference centre combining cinema, exhibitions, and large-scale venue hire — overlaps with ACMI's venue-hire, cinema, and multi-format cultural programming model at larger scale.

Direct peers

• BFI Southbank: British Film Institute's flagship London venue combining repertory cinema programming, exhibitions, and a major archive — comparable to ACMI's dual cinema + exhibition + collection mandate.
• Deutsches Filminstitut & Filmmuseum (DFF): Frankfurt-based German film museum and an existing ACMI partner (Konstellationen // Constellations), sharing collection-management, exhibition, and interactive visitor experience models.
• Eye Filmmuseum: Amsterdam's museum of film and the moving image, combining permanent exhibitions, rotating shows, cinemas, and a major collection — a directly comparable European screen-culture museum.
• Museum of the Moving Image (MoMI): New York-based museum dedicated to film, television, and digital media — the closest international analogue to ACMI's screen-culture mission, with comparable exhibition, education, and cinema programming models.

Regional players

• Powerhouse Museum (Museums of History NSW): Sydney's large applied-arts and sciences museum with comparable exhibition, education, and event-hire operations — relevant Australian cultural-institution peer for scale and funding-model comparison.
• Museum of Contemporary Art (MCA Australia): Sydney-based contemporary art museum with exhibitions, education, and venue hire at comparable scale — useful Australian cultural-institution comparable for visitor programming and revenue model.
• National Film and Sound Archive of Australia (NFSA): Australia's national audiovisual archive and an ACMI supporting partner — overlapping collection-preservation and screen-heritage mandate, though more archive-focused and Canberra-based rather than museum-led.

Emerging players

• Heinz Nixdorf Forum / Futurium: Next-generation interactive museums combining digital media, immersive tech, and education — relevant for benchmarking how screen-culture museums are evolving their interactive tech stacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC9qZ9C8ZRdjoDtNiCKOoEMA
• Facebookfacebook.com/acmionline
• Instagraminstagram.com/acmionline/?hl=en
• TikToktiktok.com/@acmimuseum?is_from_webapp=1&sender_device=pc
• Xx.com/ACMI

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ACMI