For years I have followed the film markets, but none so closely as the American Film Market (AFM). As an independent filmmaker and screenwriter, I think it’s important to stay informed on the latest trends and news. As we are “indie” it’s too easy to operate in our respective vacuums without the benefit of new voices. That ended last week when I attended AFM in Santa Monica, California.
As this was my first AFM, I followed their how to work AFM guide. Several weeks prior to the start of AFM, I researched companies that might be interested in hearing more about my projects. I curated a list and then sent an email of introduction that included a brief (title/logline) of my projects for consideration of a meeting. By the time I arrived in Santa Monica, I had several meetings confirmed. In addition, I made sure my Cinando profile was completed along with the MyAFM section of AFM’s website. The completion of my profiles and subsequent postings in MyAFM conversations resulted in a few companies reaching out to me for meetings.
My industry badge granted me access for four days that began on Saturday. But as the director in me wants to get the lay of the land prior to “arriving on set,” I landed in Los Angeles on Thursday and picked up credentials on Friday. I knew that the start of the market for me on Saturday would mean putting on my acting hat. The days and weeks of memorizing the loglines and synopsis of my projects along with talking points was soon going to be put to the test. As an actor, I wouldn’t think of arriving to set without knowing my lines, attending a film market is no different. If you don’t take the time to know your own projects, why should anyone else take their time? As attendee’s schedules are booked up well in advance, AFM is all about maximizing time.
The Lowes Hotel is entirely converted for the market (you can’t enter the hotel without the proper credentials). When you enter the lobby you are soon greeted by representatives of the industry trades with the dailies, see throngs of attendees going to and fro and banners representing the myriad of companies that are bunted on the multi-floor balcony railings. What were hotel rooms before the market, are now offices. You have arrived at AFM.
Over the course of two days, meetings with producers and production companies in the United States, Canada, Germany and Romania resulted in positive experiences. Then there were the various film commissions from Russia, Georgia and Japan that also asked for meetings. On Saturday night at the official carousel cocktail reception, casual conversations resulted in meeting two producers with substantial credits (there was a specific request for China related stories – First World anyone?).
But what I do want to stress is that you can’t go into the market thinking “what can you do for me” it’s more about “what can I do for them.” Think about it, is the screenplay I have going to be a good fit for “X” production company or producer? One company I met with wasn’t interested in science fiction, but wanted to see my political thrillers. In the reverse, one producer was very keen on developing science fiction franchises and requested information on the “First World” universe. In both those cases, they asked for scripts. It pays to have a variety of projects to offer.
These meetings are also about building relationships for the long haul. All the meetings and interactions I had were positive, with the exception of one. In that case, it didn’t take long for me to realize that one was just playing the posture and poser game (he didn’t even have a business card). Yes, while AFM is all about meeting the right people and developing a network, you do have to be judicious on who you interact with.
But here’s an interesting twist of fate. Years ago I pitched Justice Is Mind to a distributor that passed on the project. For AFM, this company reached out to me about First Signal. When I was meeting with them and Justice Is Mind came up and their original pass, they presented a new division for digital distribution and asked me for a screening link. As for First Signal, the number of companies looking to get involved at the script stage is a market trend. This is an industry about product and intellectual property and that’s exactly what AFM is all about.
Now it’s about the follow up. The continuation of introductions, conversations and presentations that started at AFM. One thing that’s always excited me about this industry are the possibilities of what’s next. Because for this filmmaker, there will be a next AFM next year. As for AFM, a special thanks to Jonathan Wolf, Managing Director at AFM, for creating a welcoming atmosphere for first time attendees and his informative presentation at the AFM Orientation.
After AFM I had the opportunity to visit Eastern Costume. I was introduced to Eastern by the costume supervisor on Madam Secretary regarding Air Force Uniforms for First Signal. Another special thanks to Ian Brown, Military Technical Advisor, for a three hour tour. Whatever you need for your film, Eastern Costume has it!
Of course, my trip to Los Angeles wasn’t all business. I had some great reunions with friends along with some requisite touring. Seeing the Endeavour Space Shuttle and the King Tut exhibit at the California Science Center was truly exciting. But my favorite place to visit is the Griffith Observatory. From the wonders of science and space to its expansive views of the city, it was wonderful way to spend my last night in the city at…
…the top of the world.
Last week I talked about lists. Well this week I was able to cross off, or at least through, one thing on my list – uniforms.
Whenever I plan to put a script into production I go through it with a fine tooth comb to break down exactly what’s needed. For First Signal the Nehru styled suits for two of the characters have been secured for some weeks. Personally, I thought it was going to be a bit of a challenge to get the look I wanted with the budget I set for costumes. I soon discovered there were numerous manufacturers that offered countless styles and ranges in price. In the end I got what I wanted for that look.
But there was one type of uniform that was proving a bit elusive–Air Force officer service dress. Yes, a good number of regional costume shops had air force officer uniforms. They would have worked fine if our story was set in the early 1990s. But as First Signal is set in the year 2014, we needed a contemporary look.
To start I discounted contacting the big costume houses that work with “Hollywood” budgeted films and TV shows. My thinking was why on Earth would they want to work with an indie film on the scale of First Signal? So contacting the official uniform suppliers to the Air Force began in earnest. But in the majority of cases you need to be authorized military personnel to make a purchase from those companies. So short of purchasing items piecemeal on eBay and the like, this was a major item on my list that wasn’t budging.
When I saw the season finale of Madam Secretary and the number of military uniforms that were used on that episode, I decided I had to take a different route. I went to their listing on IMDbPro to see who was in charge of costuming. No sooner did I contact one of the wardrobe supervisors via LinkedIn did he get back to me with companies and contact names. Yes, these were the big costume houses on the west coast.
The welcoming reception I received from Eastern Costume put aside my preconceived anxiety about contacting one of these companies. To say they are knowledgeable about costumes would be an understatement. After sending them some pictures of the types of Air Force service dress uniforms I was looking for, they gave me a rundown on prices that will work for First Signal. Is it a bit more than I budgeted? Certainly. But in this case anything less than a contemporary look just wouldn’t have worked.
The search, however, continues for a suitable location. The one thing I have done with all my films is to secure locations via a trade marketing partnership. It’s a pretty straight forward process that works great for everyone. A location allows us the opportunity to film and I promote and market the location. Well after the actors and crew have left, a location sees themselves promoted regularly on social media, mentioned in the press, credited at the end of the film, on official sites and other entitlements that benefit all concerned long after “That’s a wrap” is called. I have no doubt that a suitable location will be secured. But there are always surprises in this business. Like when you believe you have a deal and suddenly it goes from trade to a $10,000 plus fee! Um no thanks, I’ll keep looking! The one thing I have long learned in this business is never be desperate to do a deal. I look for partners not takers.