The American Film Market (AFM)
November 4-11 Santa Monica

by Yayoi Lena Winfrey

This November marks the 30th year for the American Film Market. That fact alone proves just how much it’s needed--even during these economically trying times and, perhaps, even more now because of it.

When I first moved to Santa Monica in 1996, I became intrigued by the banners dotting the city announcing that AFM was in town. Back then, the Market was held in February, and signs in retail outlets and restaurants that welcomed it back were omnipresent.

By the next year, I was attending the Market as a film journalist and learning of the amazing services provided to independent filmmakers, exhibitors and others. While the purpose of film festivals is to showcase mostly independently made movies, markets like AFM are where buyers converge to actually purchase those films.

The first thing that struck me about AFM was the prominence of foreign visitors. Indeed, attendees hail from over 70 countries and include acquisition and development executives, actors, agents, attorneys, directors, distributors, festival directors, film commissioners, financiers, press, producers, publicists, writers and anyone who services the motion picture industry. People all over the world travel to Santa Monica for the Market; and, from the Third Street Promenade to The Pier to Palisade Park and the beach, I heard so many languages spoken that it sounded like the U.N.

While film festivals tend to be casual occasions, AFM is a suit and tie event. At the Loews Hotel (where the bulk of AFM has been held since I became aware of it), it’s not unusual to see briefcase bearers conducting business over coffee in the lobby or over lunch on the outdoor patio next to the swimming pool. This year, more than 8,000 guests are expected to fill the lobbies of Loews and Le Merigot next door.

If you’re a filmmaker with a sales agent, you’re probably not going to be directly involved with deal making, but the list of conferences and seminars that are offered at AFM make it worthwhile for you to attend. For screenwriters and directors hoping to launch a new project, meeting development executives or producers and forging new connections is a good reason to be there, too.

Screenings of films are primarily arranged for buyers, but since the Market takes place in Santa Monica, local residents are allowed to attend some of the previews. Press, however, must be invited guests of exhibitors.

AFM is such a magnet for the famous that you never know who’ll you see there. One of the more memorable times I enjoyed was the year I attended a press conference featuring Roman Coppola and his famous father. Afterwards, as I waited in the lobby for a friend, Francis Ford Coppola appeared and began a conversation with me about, of all things, the bags lying at my feet. Commenting that new Homeland Security laws would prevent me from bringing all the goodies I’d collected onto the plane with me, he was simply making small talk. Alas, I was too flabbergasted by the legendary filmmaker’s casual attention that I failed to reply coherently.

Another year, an actor friend invited me to a private screening of a film he’d starred in. As I took a seat in the small exhibitors’ suite across from a striking blonde, I suddenly realized I was sitting opposite Amy Pascal, then Chairman of Sony Pictures Entertainment.

Those are some reasons AFM is the happening place to be. Parties are held before and after screenings, or to introduce a new production or distribution company. Most events are held at nearby Santa Monica restaurants and nightclubs.

Several years ago, AFM formed a strategic partnership with the American Film Institute Film Festival and began holding the joint event in November. The first year, hosts shuttled participants from the beach to Hollywood theaters on an hourly basis. At the AFI Fest in Hollywood, one could watch films and attend panel discussions, parties or press conferences on the other side of the 405 without worrying about navigating L.A.’s clogged freeways. Since then, shuttle service has been cut back to several times a day. This year, AFI Fest will be at Mann’s Chinese Theaters until November 5; then, moves to Santa Monica--eliminating the need to drive or shuttle.

Other highlights this year include the AFM Finance Conference held on Friday, November 6, from 9 a.m. to 12:30 p.m. In this two-session symposium, CEO’s, financiers and filmmakers will discuss independent film financing trends and options such as foreign film financing. Another popular series is the Pitch Me! program presented by Independent Film and Television Alliance (the umbrella of AFM) which will instruct filmmakers about how to pitch their films to studio heads, actors or anyone with clout that can help them get their film completed.

Other offerings include how to partner with China, how to deal with SAG requirements for the indie filmmaker, and a forum presented by the Writers Guild. A highly anticipated presentation will be New Media and Social Networking. At AFM, you can learn how to develop, package, finance, pitch, license and distribute your film. Check out AFM’s website for an online guide about working the event to maximize your time there.

Whether you’re an actor, buyer, director, producer, seller or writer, AFM is the place to be when Santa Monica rolls out those welcome banners again.

For more information:
http://www.ifta-online.org/afm/home.asp

For “How to Work AFM”:
http://www.ifta-online.org/afm/att_work.asp