USA

Features

Start End:

31/10/12 07/11/12

 

Background

The American Film Market (AFM) is held every November in Santa Monica, having moved from its original February time slot. The new schedule brings an alliance with AFI Fest, the American Film Institute's Los Angeles International Film Festival. Many films at the AFM will now have the opportunity for festival and media visibility in Hollywood.

The AFM is an ideal market at which to launch new films prior to Cannes and to create interest with showcase trailers and promotional reels. The market is predominantly for English language feature films and the sellers (mostly members of the American Film Marketing Association) are all independent companies specialising in international sales. While Australian producers, directors and actors regularly attend the AFM to establish or maintain contacts, it is most effective for sales agents and distributors.

Registration

Due to stringent membership regulations of the American Film Marketing Association independent producers may only attend the market by purchasing a Visitor's Badge. Applicants for a Visitor's Badge must sign an agreement not to sell or promote whilst visiting the market. Producers requiring registration forms can obtain them from the American Film Marketing Association. Producers with films screening at the AFM should consult their agents regarding registration. Buyers and press are issued their accreditation passes by the American Film Marketing Association.

Forms for registration are available from the American Film Marketing Association:
Web: www.americanfilmmarket.com
Email: AFM@ifta-online.org
Fax: +1 310 446 1600
Ph: +1 310 446 1000

Attendee tips

"Attending AFM allowed me to close financing, secure a major bank and meet with potential distributors. However, as most sales companies are there only to seal, it seems pointless to go to AFM only to pitch projects. Unless a film is fully developed or has the majority of its financing in place there is little that can be achieved by attending a market such as AFM given the current market situation."

"Being there to see how the sales happen in a very tight market was fascinating and incredibly valuable as a producer. It is different to a large spread out market like Cannes, although the business being done is done in the same way. The product was more in your face than at Cannes because it was two hotels here, halls lined with posters of films not yet heard of (and possibly never to be seen in Australia)."

"I found access was fairly manageable as long as I stayed positive and energised. It was crucial to find the balance between taking no for an answer to a meeting request, and pushing that little bit more to show enthusiasm and professionalism and getting that meeting."

"A lot of companies had not brought their acquisitions people, which I gather is sometimes the case with AFM, but more heightened this year in these financial straights. Companies had downsized their marketing teams by half and a lot of companies who would normally be here had not shown up at all."

Disclaimer

This information is to be used as a guide only and is of a general nature. Screen Australia has undertaken all reasonable measures to ensure its accuracy and specifically disclaims any liability, loss or risk, personal or otherwise, which is incurred as a consequence, directly or indirectly of the use and application of any of the contents. Exact registration details are available on the market website.