If you’ve ever wondered what sales agents do at film markets, you’re not alone. A lot of filmmakers imagine deals happening instantly at markets like Cannes, AFM, or EFM. The reality is a little different. I’ve been attending these markets for years as a sales agent, and the process is much more about meetings, pitching, and follow-up than instant deals.
Film markets like the European Film Market (EFM), the Marché du Film at Cannes, and the American Film Market (AFM) are essentially big trade shows for the film business. Buyers from all over the world attend, looking for movies they can license for their territories. Our job as sales agents is simple in theory: meet those buyers, pitch our films, and hopefully close deals.
But how that actually works day-to-day is something many filmmakers don’t fully understand.
How Film Markets Are Set Up
Every film market has a slightly different setup. At Cannes, you’ll see booths on a trade show floor. At AFM, many companies work out of hotel suites. At EFM in Berlin, it’s a mix of both.
No matter the setup, the goal is the same. Sales companies put up posters and artwork for their films so buyers walking by can quickly see what they have available.
Sometimes we have a big screen playing trailers. Other times we hand buyers an iPad with headphones so they can watch a trailer privately. The setup changes depending on the market and the space we have, but the purpose is always to give buyers a quick way to see the films we’re representing.
Meeting Buyers and Understanding What They Want
A big part of what sales agents do at film markets is meeting with buyers. These meetings are often scheduled in advance, but sometimes buyers walk in after seeing a poster that catches their attention.
When I sit down with a buyer I already know, I usually have a good idea of what they’re looking for. But things change. So I might ask if their company’s mandate has shifted.
If it’s a new buyer, the first thing I do is ask about their company.
What types of movies are they looking for?
Which territories do they buy for?
Are they focusing on horror, thrillers, sci-fi, or something else?
Buyers usually specialize. A buyer from Japan might be looking for horror films. Someone from Eastern Europe might focus on action movies. Another buyer might want true crime documentaries.
That information tells me which movies from our catalog might work for them.
Pitching the Movies
Once I know what the buyer is looking for, the conversation flips back to me. This is where the pitching begins.
As sales agents, we’re pitching your movie like it’s the best thing since sliced bread. That’s the job. We highlight what makes the film appealing for their audience and territory.
Sometimes the buyer will say right away that the movie isn’t right for them. That happens all the time.
Other times they’ll ask to see the trailer. Depending on the setup, I might show it on a big screen or hand them an iPad so they can watch it with headphones.
If they like the trailer, the next step is usually a request for the full screener.
Why Most Deals Happen After the Market
One of the biggest things filmmakers misunderstand about what sales agents do at film markets is when deals actually happen.
Years ago, more deals happened right at the market. Today, that’s less common.
Most buyers want to take screeners home and watch them carefully before making a decision. Think about it from their perspective. During a market, they may collect dozens or even hundreds of films to review.
After the market ends, they go back to their offices and start watching those screeners. Sometimes they have a team helping them review the films.
That’s why follow-up is such an important part of the process.
The Real Work Happens After the Market
After the market, sales agents spend weeks following up with buyers.
We check in to make sure they watched the screener. We answer questions. And hopefully, we receive offers.
Filmmakers sometimes ask right after a market ends, “How did we do?”
The honest answer is that it usually takes time. Often a few weeks, sometimes even a month.
But that’s the reality of the film sales process. The meetings at the market start the conversation. The real deals often happen afterward.
If you understand that process, you’ll have a much clearer picture of how movies actually get sold internationally.
