With the American Film Market coming up, I want to talk about what sales agents look for in a finished film. Markets are always right around the corner, and if you’re planning to pitch, you need to know how to present your movie the right way. You can have a strong film, but if the first impression is weak, you’re already playing catch-up. Let’s break down what matters most.
First Impressions Are Everything
Whether you like it or not, sales agents really do judge a book by its cover. The first thing they notice is the professionalism of your presentation. That includes your pitch, your delivery, your artwork, and how everything looks packaged together. You can do the work, but if your presentation looks like it was thrown together in Microsoft Word or rushed on Canva, they’ll know right away. And that’s not the first impression you want.
Good artwork instantly raises interest. Bad artwork instantly drops it.
Your Trailer Needs to Hook Them Fast
Your trailer is the next big thing they focus on. It’s got to be strong. The whole point of the trailer is to make the viewer want to see the full movie. If the sales agent watches it and thinks, “Wow, this looks great,” you’re in good shape. They’ll ask for a screener, and that’s where the real conversations begin.
But if your trailer feels slow, goes on forever, or doesn’t show the tone clearly, you’ll lose them. Some filmmakers fall into what I call the “filmmaker trailer.” It’s long, full of ego, and leans too much on fancy editing instead of the emotional beats that make a trailer land. A great film doesn’t automatically mean you know how to cut a great trailer.
Cast Still Matters
Another key factor is your cast. If you have recognizable names, even smaller ones, it helps. When a sales agent sees familiar faces, their interest goes up immediately. It doesn’t have to be A-list every time, but having someone audiences know adds real value.
If you don’t have recognizable cast, you need to make sure your artwork and trailer are working overtime.
Realistic Expectations Go a Long Way
A huge turnoff for sales agents is unrealistic expectations. If your movie stars C-level names and you’re demanding a multi-million-dollar minimum guarantee, you’re not living in the real world. I’ve heard it all. I even knew a filmmaker who wanted a “signing bonus,” separate from the advance—money we didn’t have to get back. That’s the type of thing that shuts down conversations fast.
If you’re pitching to a sales agent, keep your expectations grounded. It shows you understand the market, and that earns respect.
Common Mistakes to Avoid
Here are the three big things that will get you passed on instantly:
- Bad artwork
- A long, unfocused trailer
- Unrealistic expectations
And don’t worry about nerves. Nerves are normal. At the end of the day, the film still has to hold up. A nervous filmmaker with a killer trailer and strong artwork is going to get more traction than a confident salesperson with boring footage every single time.
At the End of the Day, It’s About the Film
So remember what sales agents look for in a finished film: professional presentation, a tight trailer, recognizable cast, and reasonable expectations. Your film has to stand on its own. When all of those elements line up, you’ll get interest. And interest leads to meetings. Meetings lead to deals.
Markets are busy, and buyers don’t have time to figure out what your movie is about. Make it obvious, make it exciting, and present it like a pro.
