The American Film Market is coming up, and if you’re an indie filmmaker, I think it deserves your attention. You might have a finished movie you’re trying to sell. You might be looking for a sales agent. Or you might just want to meet people and understand how this business works. Whatever stage you’re at, AFM is a place you should know.
It’s my second favorite film market of the year, right behind Cannes. And yes, Cannes has that beautiful setting and everything that comes with it. But when it comes to actually doing business, the American Film Market is usually where we do the most.
Why the American Film Market Matters for Your Movie
If you have an English-speaking film made in America or Canada, AFM could be the best market for you. The buyers who attend know they’re going to see North American films. They’re coming to look for movies that fit their companies and their audiences.
That matters because you want your movie in front of people who are looking for what you have. If you’re trying to find a sales agent or distributor, you can meet those companies there. If you already have representation, this is where your sales agent can meet buyers and work on deals for your film.
You Have to Show Up and Meet People
I think some filmmakers talk themselves out of going before they even look into it. Maybe you don’t know anyone. Maybe you’ve never been to a film market. Okay. Everybody has a first time. You can start by being friendly, introducing yourself, and asking people what they do.
Have your story ready, too. If somebody asks about your movie, you should be able to explain it clearly. What’s it about? What kind of film is it? Where are you in the process? Give them something they can understand and remember. Then give them room to talk. A conversation goes both ways.
Make a Plan That Fits Your Budget
If you can buy a badge, look at what it includes and use it. Check out the panels. Learn about the companies attending. Think about which sales agents or distributors might make sense for your movie. You’ll get more out of the experience if you have some idea of who you want to meet.
If money is tight, look into the current access rules and what you can do within your budget. Meeting spaces and badge requirements can change. The point is to find a way to start making connections. Don’t assume there’s nothing for you to gain just because you can’t do everything.
Why I Keep Coming Back to AFM
I walked into my first American Film Market around 2004 or 2005, and I remember thinking, “I am never not going to this.” I’ve kept showing up ever since. When COVID moved things online, I participated that way, too. AFM has always held a special place in my heart.
There’s something valuable about being around people who are actively buying, selling, and working to get movies out into the world. You hear what they’re looking for. You learn how they think. And you start to understand where your own film might fit.
So my advice is simple: check it out. Meet the companies. Attend the panels if you can. Be friendly, be ready to talk about your movie, and take an interest in the people you meet.
You don’t know which conversation will lead somewhere. A connection you make this year could help you on your next film. Hopefully, you’ll look back and say the American Film Market was where things started moving for you.
