Launch at AFM – Don’t be left out

The American Film Market was founded in 1981 as a way to circumvent the stranglehold that the major studios had on marketing and distribution, especially in foreign markets. The answer has been to sell distribution rights directly to independent sales agents, brokers and distributors. The marketplace also facilitates funding by bringing together filmmakers, products and financial sources.

Held in early November, nearly $1 billion in film production and distribution deals are sealed each year at all stages of development, pre-production and production. The Loews Santa Monica Beach Hotel becomes a busy market. About 700 screenings are held in various theaters on the Santa Monica Boardwalk and in nearby hotel screening rooms. With 8,000 attendees and the largest conferences in the industry, AFM is the go-to destination for independent filmmakers and industry insiders.

Last year’s AFM conference series included discussions on financing, launch, production, marketing and distribution. They also focused on crowdfunding, audience crowdsourcing, film festivals, and video on demand. In this article, I will focus on the launch conference and launch sessions. Submitting your project is the initial step in getting a project off the ground, obtaining financing, assembling a production team, and marketing and selling the film to sales agents, brokers, and distributors. All of these steps require some type of launch activity. Thus, knowing and perfecting solid techniques is vital for the success of any project.

Getting your script read in Hollywood is hard. Most agents, producers, and studios will not accept unsolicited work. You have to create enough buzz to wake up the industry, and by pitching to anyone and everyone, you create awareness. This way, you create a more refreshing conversational ability that gives you referrals, opens doors, and gets you those face-to-face meetings. Screenwriting is a very competitive profession and being able to present your screenplay effectively puts you above the ranks and file. It is estimated that the Writers Guild of America registered over 100,000 entities and the MPPA rated 708 films in 2014. So being able to beat the competition and mingle with the 1,670 AFM buyers from 70 counties greatly increases your odds.

A launch conference is a good place to learn about this process. They say that a good presentation can make a bad movie and a bad presentation can leave a great project languishing on the shelf. At this conference, attendees learn the essential rules and tools of throwing from experts. These experts included Stephanie Palmer, former director of creative affairs at MGM, Tobin Armbrust, producer of “Begin Again” and Cassian Elwes, producer of “Dallas Buyers Club.”

I have included hints and tips provided by these experts, along with those mentioned in the articles they wrote. The goal of your presentation is to generate enough interest to attract further development or get your script read. Thus, his speech is much like a movie trailer, providing the gist of the movie to create more engagement.

Open your presentation with small talk that establishes common ground and builds rapport. By doing so, this can be a major factor in selling your screenplay. Palate clean and started on a clean slate with no carryover from previous presentations. Before beginning your presentation, provide context by defining the genre of your script or provide a brief overview of your story before beginning your detailed presentation. For example, this is a comedy that takes place in an all-girls boarding school outside of Boston.

Make the experience feel like they’re watching a trailer for your entire movie. Releases in the comedy mode should be funny and those in the thriller genre should have moments of surprise and suspense. Use precise words to create a vivid visualization and avoid abstract topics and generalizations. Similarly, provide markers where you are in the script, such as “Going into act two” or “In the final scene.” This helps the listener know where they are in the story and where plot points and twists are located.

Use suspense to build interest. Instead of telling the listener how the story unfolds, plant the seeds for the unexpected twists and surprising reveals to come. By using these setups and payouts to your advantage, you illustrate your storytelling skills; a point often overlooked when promoting his skills as a screenwriter.

Expect to be interrupted. Most meetings are conversational and interactive. So be ready to expand your presentation and provide more details. Being too detailed and describing every scene, character, or location bogs down the process. The more you say, the less they listen. Find descriptive and active words that quickly bring the story to life. Being lively and emotional also brings your presentation to life, as it allows your enthusiasm to shine through. Show that you believe in your project.

Using too many names also confuses the presentation. While it’s fine for main characters, supporting characters are best identified by their role or descriptive identifier. Also, don’t be afraid to clarify your speech. Interact and ask if they have any questions at this point. Respond to their questions and suggestions in a positive way. Disagreeing with them shows a lack of respect for their input. Consider their suggestions and then contact them.

In addition to the conference with experts, the market also sponsors a launch session. Here, ten participants selected based on their submitted video and get two minutes to present their idea. Another ten are selected from the audience and from these two groups the judges select a winner. A modest cash prize is awarded to the winner along with industry awareness.

These launch sessions are not for the faint of heart. Criticism tends to be on the caustic side of the constructive. If it’s boring, you’ll likely hear that evaluation. You’ll also hear questions about casting, budget, and marketability. Be prepared with answers and comparisons to other images with similar budgets that have done well.

In addition to the pitch sessions, there are plenty of opportunities to pitch your script or project to the people who come to the market, people like producers, production companies, distributors, and sales agents. These people and their contact information are listed in the marketplace catalog. You can also mingle with these people in the hotel’s grand lobby or at the screenings, events, and parties that take place during the market.

What you learn in this market will help you improve your casting skills. The networking possibilities are endless and provide ample opportunities to connect. Additionally, thank you notes, query letters, and follow-up meetings will help strengthen these relationships. Also, consideration should be given to submitting proposals at other venues, such as film festivals, writers’ conferences, and feature festivals. Links to these events are available online. Every time you do a launch session, you learn what gets people’s attention. You become better at describing and promoting your film.

Also, if you keep practicing your trade, it won’t be a strikeout, but a home run.