[Reported on March 11, 1998 by Jerry Witt]

 

Because I had a commitment to go to Washington D.C., I was only able to spend a few days at the American Film Market in Santa Monica two weeks ago. Here is a brief collection of thoughts on the experience.

The American Film Market is a large convention of indies and mini-majors who rent out suites at the Lowes Hotel to show their films to distributors from all over the world. The exhibitors range from Mirimax to mom and pop production and distribution companies with only a few [or one] title to show.

With our film just starting on its way, we certainly weren't about to exhibit there. But we did want to attend. Of course there's a few things to know about attending AFM.

First off, a "Visitor Pass" to AFM costs $750. And second, the AFMA would really prefer you don't pester the exhibitors with presenting your project to them. Thirdly, the exhibitors themselves are primarily focused on selling their completed or nearly completed films to overseas exhibitors. Many times the development people are not even there. And of course the people there to buy films are typically looking to buy finished film projects.

So why go?

It was our feeling that attending the market was a way to fast-track both our film project and move our company in a new direction. Although we've been a production company for over 10 years, we have few theatrical film contacts. Attending AFM was a way for us to say, "here we are and here is our first project." And the reception was pretty good.

Although no one said, "Here's a bucket-load of cash, go make your movie." People were receptive to our project and offered to review the synopsis. Some expressed interest in seeing the script and a few companies said they would "track" the film as it develops.

We did learn things we already new. For one, a project isn't REALLY a project until you have a cast committed. We new this going into AFM, but wanted to take a little more time with the script before approaching talent agents. We also got a better feel for what each distribution company specializes in.

So was it worth it? I met some cool people, some of whom seemed interested in participating in our film. Time will tell.