AFM 2010

This year at the AFM, the mood of sales agents was tepid. As there was indeed a feeding frenzy for the entire week of the film market between buyers and sellers meeting and negotiating prices, most professionals agree that this year was a tough sell. While distributors are still buying, it just 'isn't like the good old days'. But in these uncertain times of distribution modes (theatrical sales down and online downloads replacing DVD sales) buyers are more wary than ever.

However, despite this mood of insecurity between buyers and sellers all around, there still seemed to be a steady flurry at the AFM from start on November 03 to finish on November 10th. So, why is that? If sales are at a low and the future of distribution in limbo, why was the mood so positive? What caused the steady bustling inside the Loews for seven days? Could it be that in tough times, the people come together?

There can be no doubt that the success of this year's AFM was more the networking of filmmakers and film professionals than that of the market itself. Indeed it appears that in these tough times, forces are joining to combat the challenges of the filmmaking financial depression together. Thus, producers, actors, directors, writers and other professionals convened to discuss future joint filmmaking ventures and finished the AFM 2010 hopeful. Positivity reigned all around as echoes of, ‘My AFM was great! And yours?' Well, while some packed up and in early with dejected shrugs over the weak market, others lingered till the bitter end excitedly networking and animatedly planning for their next film. To each, his/her own AFM. My AFM was great! And yours?

Read the AFM trades on Screen International. Indeed, the heavies show little sign of hardship. Alas, big deals were indeed made. Watch out for rising Asian cinema and market. 

http://www.screendaily.com/festivals/afm/afm-news/high-prices-high-ambi…