A lot of filmmakers don’t fully understand what sales agents do at film markets like AFM, Cannes, or the Berlin EFM. I hear it all the time—someone signs with a sales agent, then just hopes something magical happens. But what actually goes on behind the scenes? Let me walk you through it, step by step, so you know exactly what’s happening with your movie.
The Timing of Film Markets
The American Film Market (AFM) happens every November. Sometimes it lines up with Halloween, other times it’s a bit later. Cannes Marché takes place in May, and Berlin’s EFM happens in February. No matter which market it is, the process for sales agents is pretty much the same.
Here’s the thing most filmmakers don’t realize: the work doesn’t start on opening day. A good sales agent is already preparing weeks before. About five weeks out, they start sending lineups of films to buyers. That means if you’re trying to sign with a sales agent just a couple of weeks before the market, you’re probably too late.
Sending Out Lineups and Scheduling Meetings
Sales agents have relationships with buyers they’ve worked with before, and they’re also always looking to connect with new buyers. They send out those lineups early so buyers can review them, decide what they’re interested in, and sometimes even make offers before the market even starts.
Other times, buyers will wait until the market to make decisions. And yes, sometimes buyers don’t respond at all because they’re flooded with lineups from dozens of sales companies. That’s just part of the process.
Meetings With Buyers
Once the market kicks off, sales agents focus on meetings. These usually happen at their booth, a suite, or another space they’ve set up. If the agent already knows the buyer, they’ll pitch films based on what that buyer usually acquires. If it’s a new buyer, they’ll ask what genres they’re looking for. And if it’s a buyer they haven’t connected with in a while, they’ll check in to see if their needs have changed—maybe they used to buy family films but are now shifting into horror.
The agent then goes through their catalog, pitching the films that best fit. And when I say “pitch,” I mean pitching each movie like it’s the best thing since sliced bread. That excitement matters, because the buyer needs to feel confident enough to watch a trailer or request a screener.
Showing Trailers and Screeners
Some buyers want to see trailers right there on the spot—usually on an iPad with headphones. In Berlin, where agents often use hotel suites, films can be shown on a big screen. From there, one of two things happens: the buyer asks for a screener to watch later, or they start talking about an offer right then and there.
If they request a screener, the agent finds out when they plan to watch it. Some watch before the end of the market. Others might take a couple of months. With so many films to get through, timing can vary a lot.
Following Up After the Market
The follow-up process is critical. A good sales agent doesn’t just hand over a screener and disappear. They stay in touch, check back with the buyer, and keep the conversation moving. At my company, Glass House Distribution, we also provide filmmakers with the full list of buyers we pitched their film to. That way, they see exactly where their project is being considered.
Of course, not every buyer bites. Some will pass because the film isn’t a fit, their budgets are tight, or they simply don’t like the movie. That’s the reality.
The Bottom Line: What Sales Agents Do at Film Markets
At the end of the day, what sales agents do at film markets is give your movie the best shot at being seen and considered by serious buyers. They prep weeks in advance, set up targeted meetings, pitch with energy, show trailers, and follow up with screeners. But once the film is in the buyer’s hands, it’s up to the movie itself to close the deal.
That’s the truth of how this business works. If your sales agent is out there pitching, building relationships, and getting buyers to watch your film, they’re doing their job. After that, it comes down to the strength of the film and what the buyers are looking for.
