American Film Market
By AMY KAUFMAN Special to the Daily Press
OCEAN AVENUE — You never know who you might bump into at the American Film Market.
Literally. One needs to watch out when standing in the lobby of the Loews Santa Monica Beach Hotel, the headquarters for the annual AFM, which has brought nearly 435 companies from 36 countries to the city by the sea. At the center of the hotel on Monday, hundreds of busy filmmakers and executives speaking a bevy of different languages bustled about anxiously in the hopes of watching for, tracking down and then bidding on the next big thing.
Founded in 1981, AFM is the world’s largest film market, representing international independent filmmakers and business people. Throughout its eight days, more than 900 screenings of almost 600 films will reel through local theaters as an estimated 8,000 individuals roll through town. In little more than a week’s time, AFM expects to see a whopping $800 million worth of deals sealed.
It’s the first time at AFM for Mikey Carr, an editor at Believe Entertainment. Monday was Carr’s second day amidst the environment, which he intends to continue to “feel out.” The young entrepreneur isn’t hoping to secure financial backing for the most recent feature film he worked on, a modern-day western, but rather he is using the experience to “meet people and see what it’s all about.”
On Monday, he attended a financial seminar entitled “Who Backs Movies and Why,” which he said provided a helpful insight into the more realistic side of the movie industry.
Exclusive seminars offer up some of the more unique fare at the AFM, including the popular “Pitch Me!” program that teaches attendees how to pitch their films when it counts. Over the weekend, a dozen novice filmmakers pitched their projects to a panel of industry experts, including the likes of “ER” director Peggy Rajski, who proceeded to offer blunt feedback on the presentations.
But the film market isn’t all about work and struggle, said Carr.
“You really get a sense of community inside the hotel,” he noted. “Especially because filmmakers tend to be secluded, it’s nice to be able to relate to your peers.”
Bonnie Voland, marketing director at one of the larger independent film companies — First Look International — said she’s experienced not only the community feel, but the caliber of film heighten over the years as well.
“The quality level of films is higher,”Voland said.“People don’t just come in with a 20-title horror film package. It’s more specialized art house fare.”
The market is held in conjunction with AFI Fest, a film festival running during the evenings in Hollywood. AFI will feature lesser-known Indies as well as large-scale red-carpet releases, such as the highly-anticipated “Bobby,” which features the likes of Lindsay Lohan and Demi Moore. That film was unveiled at Grauman’s Chinese Theater on Wednesday evening.
“Nincompoops.”
“hopefully,”
Previously held in Beverly Hills at the Beverly Center Mall, AFM re-located to Santa Monica 10 years ago due to the surplus of theaters available on the city’s Third Street Promenade. Some, like Voland, find the commute from AFI to AFM frustrating.
“Having AFI in Hollywood and AFM in Santa Monica is like having Cannes in Cannes and the rest in Nice,” Voland sighed from First Look’s suite, overlooking the beach.“But it is nice looking out at the ocean.”
At lunch time, executives tend to crowd around the outside pool and patio area on brightly colored lounge chairs, chomping on burgers and grilled chicken. Languages from every corner of the world can be heard as badge-clad groups sit talking at tables with the Santa Monica Pier in the background.
That’s where Allen Dickenson, an executive at Big Screen Productions was seated Monday on a yellow beach chair, taking in the sun. Dickenson has been at the AFM since it began last Wednesday, seeking worldwide distribution for the films he’s been working on.
“There are so many beautiful people here,” Dickenson grins, as Buddha bead bracelets tied around his wrist bounce. “I love seeing talented people who haven’t given up on their dreams.”
“There are so many beautiful people here. I love seeing talented people who haven’t given up on their dreams.” — Even when not in the presence of buyers, Hudnall is in promotional mode, spewing out the talent he’s already secured for the project, including, actor Neil Patrick Harris, who recently made headlines after announcing he is gay. ALLEN DICKENSON BIG SCREEN PRODUCTIONS
Dickenson, who traveled from San Diego for the event, said Monday that the film market exudes an “upbeat, positive attitude.” Not only does the exec enjoy the attendees, whom he refers to as “doers, rather than talkers,” but said the “gorgeous” scenery the Santa Monica beach offers is worth the trip alone.
Still, not everyone feels as comfortable at the AFM as a veteran like Dickenson.
First-timer Kyle Hudnall was here this week with his production company Twin Aries Films, trying to sell his film Hudnall said the market can be difficult for someone like himself, a “shy guy” who is admittedly “horrible at meeting people.” On his first day, he carried around a bag full of heavy scripts, walking around to rooms pitching his story. When the idea did-n’t take, Hudnall used the AFM directory to call and set up appointments with representatives from his chosen companies.
“The meetings have gone well,”Hudnall said with a smile. Though the days at AFM can be long, they can be very rewarding. Seated on a bus shuttle headed to the pier parking lot on Monday, actor and director Aki Aleong sat in a brightly colored yellow sweater vest, reflecting on his day. Aleong, who starred in the feature film “House of Sand and Fog,”had spent the past few hours in a press conference, promoting his most recent movie, “Chinaman’s Chance.” The film tells the story of American Yellow Slaves and features “Prison Break’s” Reggie Lee, as well as rapper Coolio.
The director, who has been to many film festivals and markets, including the famous event in Cannes, says AFM is a “unique opportunity.”
With so many people from different backgrounds, Aleong believes the only thing that really translates is “action.” He spoke about the genre of film as well as the efforts of atten-dees to put their films’ plans into motion.
This year, the market is the largest in its history, with a 10-percent increase in membership, according to Independent Film and Television Alliance President and Chief Executive Officer Jean M. Prewitt.
“Markets that don’t usually do import or exports, like Shanghai and Eastern Europe, are here too,” Prewitt shared.
Originally published in the Santa Monica Daily Press print edition on November 7, 2006. Read the original PDF.