Three weeks away from kick off time, the European Film Market (EFM), the first major film market of the year, is preparing to welcome over 1172 buyers and 400 exhibitors*, much the same numbers as in 2009 (1280 buyers and 408 exhibitors). To respond to a film business in constant shift, EFM managing director Beki Probst (photo) has introduced a few changes.
Business activity will re group around the Martin Gropius-Bau (MGB) historical building that will house 351 companies (316 in 2009), while the parallel EFM location at the Marriott Hotel will shelter 45 companies (71 last year). At the Martin Gropius Bau, a new EFM Lounge on the second floor will allow industry people to have more space for meetings in a quieter environment. The space will also house the ‘Meet the Distributors' sessions held in conjunction with the European Documentary Network as part of their ‘Meet the Docs' event. US Sellers will be in higher attendance at the MGB with the new umbrella from the Independent Film & Television Alliance (IFTA), organiser of the American Film Market. Free internet access will be available in the building.
To adapt to the increased demand for screenings in 3D technology, the EFM will also offer new 3D market screenings at the Astor Film Lounge, a historical cinema 15 minutes away from the MGB, accessible via free shuttle buses.
Film habits are evolving, and so are distribution patterns, with internet taking a larger share of consumers viewing time. Hence the increased number of internet buyers expected at the EFM, a trend already noticed at last autumn's American Film Market. According to Probst, the general mood within the international film community is of ‘extreme cautiousness' after last year's turbulent financial year. "People are less adventurous and carefully calculate how much they spend. They are also confident that things are getting better."
(* figures as of January 15)