On Thursday I returned from my second attendance at the American Film Market (AFM). By all accounts, it went well. This year I was accompanied by Daniel Groom, First Signal’s director of photography and editor. He was also representing his own feature film Alternate Ground.
My attendance at AFM in 2018 was generally a fact-finding trip and learning how a film market works. Yes, I had meetings, but it was more to promote projects in development, like First Signal, and to represent my first feature film Justice Is Mind. It’s important to note that AFM is not a film festival. Yes, AFM has screenings, but they are mostly for buyers and sales agents. AFM is one of a handful of film markets around the world. Simply put, these markets are where deals are done for independent filmmakers.
Preparing to attend a film market is the same as pre-production on a film – preparation. You research who you want to meet, make a pitch and hope for a meeting. Like an actor preparing for a part, you rehearse, memorize and have talking points. If you can’t articulate your own film, it’s hard to expect sales agents and buyers to take any interest. In a curious twist, I was in a meeting when someone wanted to present their film regarding locations they were looking for. Oddly, they couldn’t really present the logline or what the general concept was.
I would say my last meeting at AFM was the probably the best one of the market. First, they were specifically looking for films like First Signal. I met with the principal of the company and two representatives. In their suite, I was able to make a complete pitch for First Signal. From development, production to goals for a series of films in the First World Universe. I stressed the importance of marketing and kept an open mind on their points, some of those points being working with them to plan for a rollout in upcoming markets.
There is another point that’s stressed at AFM and that’s professionalism. From scheduling meetings in advance to how to introduce your projects when you don’t have a meeting scheduled. All in all, my experience was positive. But here I was in a booked meeting with a sales agent when another filmmaker arrived, interrupted my meeting and pretty much insisted the agent give them a few minutes. The agent mentioned they were in a meeting, but this filmmaker didn’t care. I just looked at this filmmaker blankly taking it all in. When the agent returned and apologized, the first thing I said was you don’t need to apologize for someone else. I’ll just say this—it’s all about first impressions.
In the end, AFM 2019 was a great market for what I was representing. This industry is rapidly changing from an economic point of view. The differences between 2018 and 2019 were apparent and stark. It’s truly about being adaptable and going with the flow. Having worked in the publishing industry, I’ve seen the advent of digital change. I knew some years ago that VOD/streaming was going to truly be the primary revenue driver for most independent filmmakers. That reality is now here.
But as you will see from my pictures, my trip wasn’t all business. From the Ronald Reagan Presidential Library, to the Queen Mary, Griffith Observatory and the USS Iowa, I always enjoy my visits to “Hollywood.” I also discovered a new navigation app called Waze. Given the traffic challenges in LA (although I think they’re worse in Boston), I highly recommend it!
In this industry there is always the word “next.” For us creative types we yearn for the next project to be better than the last. Whether it’s an acting performance or directing your next film to higher acclaim, it’s about exceeding things you’ve done not simply repeating yourself. Of course I speak for myself, not others. Some are content with just another gig. There’s nothing wrong with steadiness and consistency, but for me there needs to be an improvement.
Every year I seek to accomplish at least one project that I’ve never done before. On the acting front there was a PBS documentary that was shot entirely on green screen. That production recreates a post-civil war America. From the outtakes I’ve seen, the creative is simply stunning. That show will premiere next year.
On the filmmaker front, I continue to prepare to attend the American Film Market in November. As I’ve never attended a film market before, it will be an interesting experience and one that I’m looking forward to. For me, it’s about hearing new voices and expanding my network. While I’m most certainly a creative, my business side needs to know where an industry is trending.
I was reminded just yesterday of how far the industry has come over the last several years. In the morning I received my quarterly statement from Justice Is Mind’s distributor. There is that feeling of accomplishment when you know your film is being watched domestically and internationally. But resting on one’s laurels is never a good idea as this industry changes like New England weather.
When I pushed First Signal back to spring due to scheduling conflicts, it gave me some serious time to reflect. Justice Is Mind went so well on so many levels, my next film simply has to exceed it. If I’m going to invest my time, money and name it has to execute at a certain level. I haven’t invested what I have to date without being committed to the project, but I found myself settling on certain matters when the better part of me said, “Why are you doing that?” Thankfully, I listened to my other self to make changes going forward (it helps being a Gemini).
Yesterday, I attended the Ghost Ship Harbor event at the USS Salem. My friend Sheila and I had a great time at this well produced night of fright. Yes, I screamed more than she did! The production values alone are worth the trip…if you dare.