Independent Cinemas Australia (ICA) is pleased to announce the appointment of Sonia Deakin as Marketing and Industry Manager, strengthening the organisation’s marketing, member engagement and industry capability as ICA continues its national growth and strategic repositioning.
With more than 30 years’ experience across film, entertainment, tourism and media, Sonia brings deep expertise in theatrical exhibition, film distribution, event management, partnerships, publicity and industry relations.
Many ICA members will already know Sonia through her tenure with AIMC, where she served as Event Director and built strong relationships throughout the independent cinema sector. Prior to this, Sonia spent 16 years with Sony Pictures Releasing as Marketing Specialist for Queensland, Northern NSW and the Northern Territory.
ICA CEO Nick Hayes said Sonia’s appointment reflects ICA’s focus on strengthening direct member support, practical marketing capability and industry partnerships.
“Sonia is a familiar and trusted face to many of our members, particularly across Queensland and regional New South Wales, and we are genuinely pleased to welcome her into the ICA team,” Hayes said.
“She brings significant capability, strong relationships, industry knowledge, an exceptional work ethic and a consistently positive attitude. Sonia understands the realities of cinema operations and the importance of building strong connections across the broader screen industry.”
In her role as Marketing and Industry Manager, Sonia will support ICA’s member communications, marketing initiatives, conference and event activity, stakeholder engagement and broader audience development work.
Her conference skills will be invaluable as ICA gears up for its 30th Anniversary Conference in May 2027, with only 11 months and two weeks to go before independent cinema operators head to the nation’s capital for the first time. ICA 2027 will be held at Dendy Canberra from 4–6 May 2027.
A key early focus will be ICA’s regional media buying pilot and the continued development of the My Cinema ICA promotional platform.
The initiative is designed to help independent cinemas strengthen local audience engagement through coordinated, scalable and practical campaign support.
Paramount Pictures is the latest distributor to work with ICA through this model, partnering with member cinemas on local promotional activity for the upcoming summer animated family release Zac Power.
“It’s wonderful to reconnect with so many familiar faces across the independent cinema community and to support ICA’s next phase of growth and member engagement.”
About Independent Cinemas Australia
Independent Cinemas Australia (ICA) is the national peak body representing independent cinemas, festivals, cinematheques and cultural screen organisations across Australia and New Zealand.
ICA supports a diverse membership spanning metropolitan, suburban, regional and remote communities. Its members play a vital role in connecting audiences with Australian and international screen culture, supporting local economies, creating employment and providing essential cultural gathering places.
ICA works to strengthen the independent cinema sector through advocacy, member services, industry partnerships, practical business support, data and market intelligence, group buying, audience development and professional development.
As the trusted voice of independent cinemas, ICA advocates for a screen ecosystem in which cinemas are recognised as commercially viable, community vested and culturally vital and that they are the cultural and civic infrastructure of the nation.