by Erik Sean McGiven on Nov 14, 2009

The American Film Market is one of the largest gatherings of film buyers and seller.  This year, some 7000 attendees shopped 2,000 - 3,000 films at AFM-2009.  About five hundred of these were screened in venues including theatres and screening rooms set up in hotels.  Production companies, distributors, and sales agents remain the primary participants.    But there were also a good number of filmmakers and producers peddling their projects.  As such, this year’s market was a very competitive place and promoting a completed film or even a pending project took many forms.

When you enter the Loews Hotel grounds and lobby, you will encounter a number of promotional devices.  The first wave was people handing out slick colored postcards promoting invites to screenings.  There were also busty young girls in tight T-shirts, which exhibited the title of the film.  One guy had a satchel holding a backlit one-sheet of his film.  And for the taking, scattered on tables around the lobby were postcards and one-sheets. 

For many, film industry publications remain the primary means of promoting their films.  Larger exhibitors take out large ads in the trades announcing their screening schedule along with contact information at AFM.  Obtaining a write up in one of the numerous articles about the market, even if it's a one-line mention, can prop up the awareness level.  These industry publications were available in the lobby and more were available for pass holders on the second floor.

Yet the most effective means still remains the face-to-face pitch and negotiations.   And that's where networking at screenings, the hotel lobby or various restaurants remains the hallmark of this market.  The opportunities are there.  It helps to have some small reminder to give out at these encounters be it a business card with applicable info on the back or a small postcard.  Most attendees meet numerous people everyday and remembering each and every person is a formable task.  So it helps to put a handle on you and your project.

Another facet of this market was the sponsored parties thrown at various venues almost every night.  These parties were a way to promote their product catalog and also solidify relationships with buyers and sellers.  Most of these affairs were by invitation only and extended to those who may be helpful to the sponsor's objectives.  At most of these parties, flat screen TV's projected short clips of the product line.  Other parties had posters and one-sheets prominently displayed. 

With exhibitors numbering little over 350 this year, down about 10% from last year, the market is still facing the same slumping economy of other industries.  But in a way, these tenuous times have made the market more efficient.   Money is being spent more carefully and buyers have narrowed their requirements.  Now buyers want completed films with a solid cast attached along with strong commercial themes.

This caution is now more prevalent across the industry as majors, mini-majors, and small distributors search more closely for a sure fire hit.  Audience reactions at festivals appear to open doors and get a valid appraisal of the film's worth.   Likewise a buzz that builds about the film and its cast before it's released is another indicator. But how do you know what's going to sell?

Take for instance, IM Global's micro-budget horror-thriller "Paranormal Activity."  It created a mild stir when screened last year for foreign buyers with 300 teenagers in attendance.  When finally released this fall, it's become a runaway hit.  Who knew?  With a budget of $11,000, a no name cast it now has a domestic boxoffice well over 70 million.  One has to wonder if the buyer's restrictive paradigm still applies.   Tales like this are what makes AFM one of the most exciting markets on the festival circuit.

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