By: Armen Dilanchian
In a rapidly changing industry, new opportunities often arise out of necessity, and the American Film Convention (AFC) is one such example. As we witness significant transformations in how films are funded, distributed, and sold, AFC is positioning itself as a key player in the evolving entertainment landscape. But what exactly is AFC? Who started it? Why is it important, and how does it compare to the well-established American Film Market (AFM)? In this blog post, we’ll dive deep into the creation and purpose of AFC, its impact on filmmakers, distributors, and sales agents, and how to maximize opportunities at the event.
What Is the American Film Convention (AFC)?
The American Film Convention (AFC) is a newly established trade event for the film industry that focuses on the business of filmmaking. Created as a response to the changes in the film market post-pandemic, AFC aims to provide an alternative, or perhaps complementary, platform to the long-running American Film Market (AFM). AFC’s central mission is to facilitate connections between independent filmmakers, distributors, sales agents, and production companies looking for innovative ways to develop, finance, and distribute films in a challenging market environment.
Who Started AFC?
AFC was initiated by a coalition of industry veterans, including independent producers, film financiers, and sales agents, who recognized the need for a fresh approach to film markets. The pandemic drastically shifted the dynamics of in-person meetings and deal-making in the film industry. While AFM adapted by offering online alternatives, this group felt that a new venue with a forward-thinking approach was needed to cater to the evolving demands of modern filmmaking. Some rumors suggest that AFC founders aim to return to more intimate, relationship-based deal-making that has been lost in the corporate-heavy environments seen at events like AFM in recent years.
Is AFC Replacing AFM?
No, AFC is not intended to replace AFM. Rather, it serves as a complementary event. AFM has long been established as a major gathering where producers, distributors, and sales agents come together to negotiate film rights and deals. However, as AFM has grown in size and scope, some filmmakers and smaller production companies have found it increasingly difficult to navigate the sheer volume of attendees and the corporate-driven focus.
AFC offers a smaller, more curated event that emphasizes independent filmmaking and new voices in the industry, particularly in the post-pandemic landscape where major studios and streaming platforms dominate. This doesn’t mean that AFM is any less relevant, but AFC provides an alternative or additional opportunity for those who may have struggled to make an impact at AFM.
Who Will Be Attending AFC?
The attendees at AFC will include many of the same types of professionals who frequent AFM, but with a stronger focus on the independent sector. This includes:
Independent filmmakers
Film distributors
Sales agents
Film financiers
Production companies
Content creators exploring new distribution platforms (e.g., digital streaming services)
Notably, AFC is attracting executives from independent production companies and boutique sales agencies, who are receptive to innovative projects and more intimate pitching opportunities. While AFM draws in large distributors and established studios, AFC is designed for professionals looking for projects that fall outside the traditional blockbuster mold.
Why Create AFC If AFM Already Exists?
The creation of AFC highlights the ongoing shifts within the film industry. The pandemic upended traditional film markets, with studios and distributors forced to rethink their strategies. Many of the major players have moved toward in-house productions or limited acquisitions, creating a tougher environment for independent filmmakers and smaller distributors.
AFC was born out of the realization that the landscape for independent film distribution has shifted, and there is a growing demand for a film market that specifically addresses the needs of low-budget and independent films. AFC also seeks to create a space where up-and-coming filmmakers and sales agents can build meaningful relationships without getting lost in the enormity of AFM.
Additionally, AFC recognizes the rising influence of streaming platforms and new distribution models. While AFM continues to be relevant for traditional film distribution deals, AFC aims to be more forward-thinking, embracing digital streaming, on-demand platforms, and non-traditional financing models such as crowdfunding and crypto-backed film financing.
What Does AFC Mean for Filmmakers, Distributors, and Sales Agents?
For independent filmmakers, distributors, and sales agents, AFC represents a new avenue to showcase projects, pitch ideas, and secure distribution in a more intimate, focused setting. Given its emphasis on the independent sector, it is an opportunity to bypass some of the corporate gatekeeping that can dominate larger conventions like AFM.
Here’s how different players in the industry can leverage AFC:
Filmmakers:
Pitch Directly to Decision Makers: AFC is expected to foster more intimate settings for pitching, meaning filmmakers can connect with financiers, distributors, and sales agents who are actively seeking fresh, original content.
Networking: The event encourages more personal relationships, which can be invaluable in the independent film world where deals are often based on trust and mutual creative alignment.
Explore Alternative Distribution Models: With a strong focus on digital and streaming platforms, filmmakers can meet with platform representatives to discuss opportunities that go beyond traditional theatrical releases.
Distributors:
Curated Content: With AFC focusing on quality over quantity, distributors have the chance to discover unique projects that stand out, especially in genres or markets that are underserved by mainstream distributors.
Meet New Talent: AFC’s aim to spotlight emerging filmmakers provides distributors with opportunities to work with new voices before they become mainstream.
Collaborative Atmosphere: The smaller scale of AFC will foster more collaboration, which could lead to better distribution deals and partnerships.
Sales Agents:
Find Undiscovered Projects: AFC’s focus on independent film means that sales agents can find projects in earlier stages, allowing them to shape deals more effectively.
Direct Access to Buyers: AFC will prioritize creating an environment where buyers and sellers can connect easily, reducing some of the red tape that larger markets might impose.
Leveraging AFC to Your Advantage
For filmmakers and distributors, preparation is key to maximizing the opportunities at AFC. Here’s how to make the most of your experience:
Polish Your Pitch: Prepare a concise, compelling pitch for your project. Focus on what makes your film unique and why it fits into the current distribution landscape.
Bring a Strong Marketing Package: Ensure you have a professional pitch deck, trailer, or teaser to showcase your project’s potential. First impressions matter at film markets, and AFC will be no different.
Research Attendees: Understand who will be attending and prioritize meetings with distributors, sales agents, and financiers who align with your film’s genre and budget range.
Embrace Non-Traditional Models: Be open to exploring new distribution models. Whether it’s on-demand streaming, digital-first releases, or alternative financing, AFC is likely to focus heavily on innovative solutions to the industry’s current challenges.
Build Relationships: Networking is at the core of any film market. With AFC’s intimate setup, you’ll have a better chance to develop relationships with decision-makers, which can lead to long-term collaborations.
While the American Film Market (AFM) remains a crucial part of the industry, the American Film Convention (AFC) is carving out its own niche by focusing on independent films and adapting to a post-pandemic world. For filmmakers, distributors, and sales agents looking to make meaningful connections, AFC offers a more targeted, personal experience. By leveraging the event’s emphasis on innovative financing and distribution models, attendees can position themselves to thrive in the changing film industry.
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