The 2010 American Film Market came to a close, reporting positive numbers from this year's event, which is held annually in Santa Monica, CA. AFM said that its overall attendance for the week-long event was up by 6% from last year with a 1% increase in attendance from buying companies, though individual categories showed some declines in figures provided by organizers.
Attendance among exhibitor-affiliated participants (including their executives, producers, talent and guests) finished at 3,321, down 1% from last year. Industry Attendees, a category that includes all non-buyers/sellers, jumped 23% to a record 1,988. Rounding out the other categories are guests (government officials, NGOs, AFI FEST filmmakers, etc.), up 11% to 753, and Press, also 11% higher to 216.
Countries with more buyers at the AFM this year included Italy (+23%; 53 in 2010 vs. 43 in 2009), Sweden (+133%, 14 vs. 6), Russia (+31%, 42 vs. 32), China (+64%, 23 vs. 14) and Singapore (+32%, 25 vs. 19). Fewer buyers came from Netherlands (-18%, 27 vs. 33), Spain (-18%, 33 vs. 40), Argentina (-25%, 18 vs. 24) and Brazil, (-19%, 26 vs. 32).
Sellers, meanwhile, decreased 7% to 343, an across-the-board decline with no major shifts among countries.
“The positive feeling in the halls is a direct result of production levels that are now in balance with marketplace demand,” commented AFM Managing Director Jonathan Wolf, who also serves as executive vice president of the Independent Film & Television Alliance in a statement. “Buyers are pre-buying, assuring they will have a steady flow of films, which in turn assures producers that their films have been pre-accepted by the marketplace.”
AFM featured 427 films from 36 countries, with 43 of the films celebrating their world premieres.
Founded in 1981, AFM is produced by the Independent Film & Television Alliance (IFTA), the trade association representing the world's producers and distributors of independent motion pictures and television programs. The annual event draws in attention from all sectors of the independent film world. Participants in this year's edition came from over 70 different countries, representing interests from the development, production, acquisition, distribution, and marketing aspects of the industry.