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American Film Market *HIGHLIGHTS of Conferences DAY 3 and 4

Written By: Marcelle - Nov• 07•15

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AFM Day 3

AFM CONFERENCE SERIES: FINANCE CONFERENCE: Quotes from the session outlined below.
David Linde, CEO, Participant Media:
“There are movies that will work in China, and there are movies that won’t work in China. But being able to understand the cultural differences about how movies are made, how movies are distributed, how movies are marketed in China, becomes almost an absolute in terms of evaluating whether you want to make a movie or not. It’s completely fine to say, guess what, I don’t think my movie has an application in China. So then you have to approach it from a perspective either of the US or the perspective of the rest of the world.”

AFM CONFERENCE SERIES: CHINA CONFERENCE: Quotes from the session outlined below.
Producing in China:
Wang Tianyun, Producer:
“The Chinese market has 1.3 billion people, and it’s a market that isn’t fully explored – it’s an exciting prospect for both China and America.”
Chris Bremble, Founder & CEO, Base Media:
“Writing in China, in Chinese, is very strong – especially in the comedy and drama section. Where we see challenges, are in making the type of movies Hollywood are making today for mass entertainment. Writers in china are still struggling with this – but these type of movie perform very well in China. What we would think of as spectacle filmmaking is very popular, but beyond the reach for Chinese production companies, so these productions require co-productions
“Budgets this year for Chinese productions have doubled. They’re spending more on visual effects – we’ve seen spending on visual effects go from $200,000 to over $10 million in the space of 5 years. There’s an arms race in the Chinese film industry to make the biggest films, and create the biggest splash.”
Marketing & Distribution in China
Yang Xianghua, SVP, iQIYI.com:
“Right now, Chinese movies rarely advertise on TV. The commercial rate is very high – and a large amount of Chinese movies don’t have these budgets. The majority of access to media is through mobile devises, podcasts, webcasts and internet. So distribution in china focuses on WeChat and social media networks – we send trailers in these platforms. Right now we have a new model which is online ticket sales websites –using this to introduce new movie. You can use mobile devise to purchase movie – right now taking 60% of ticket sales, which is a higher rate compared with the US”
Jiang Haiyang, Director:
“The market is like a transformer. It can transform into many things. In China there is a phenomenon – when everyone talks about how bad a movie is, people go to the cinema just to see how bad the movie is”
William Pfeiffer, CEO, Dragongate Entertainment:
“Group chatting is incredible in China. It’s not like people getting together in the coffee shops – its people talking on WeChat. It’s a prevalent tool even in business, used to spread the word very quickly”

COMING UP TOMORROW, DAY 4 (NOV 7):
9:15AM- 12:45PM AFM CONFERENCE SERIES
Location: Fairmont Hotel- Starlight Ballroom- 101 Wilshire Blvd.
Pitch Conference
First Session: Pitching Essentials
11:15AM Second Session: The 2-Minute Pitches
Moderator: Stephanie Palmer / Founder, Good in a Room
Panellists: Tobin Armbrust / President & Worldwide Production + Acquisition, Virgin Produced; Cassian Elwes / Independent Producer & Agen

Tobin Armbrust, President & Worldwide Production + Acquisition, Virgin Produced
“I see 200-300 scripts a week. Pitches, I see maybe two. To sell something as a pitch, it depends owhere you’re at and what company you’re going to. Some companies will hear pitches every single day – they have relationships with writers that will be pitching all the time. If you’re at an independent, then usually they’re less capitalized, and won’t take as many chances with a pitch. A pitch is a scary thing – it’s a great unknown, because really what I have is your resume – I have a sample. A vast majority of independents are not well capitalized in the area of development – you have to know what people are looking for.”

Cassian Elwes, Independent Producer & Agent
– “The one thing that’s tricky is, studios pretty much make whatever they want – if they see the concept and get the idea and can sell it to the general public then they’ll make it”
Stephanie Palmer, Founder, Good in a Room- “If you learn only one thing from today, it should be: Lead with genre. In a verbal pitch, genre givescontext to the listener. When you are trying to sell something, part of your job is to identify the category your product fits into.”
COMING UP TOMORROW, DAY 5 (NOV 8):
9:15AM- 10:45AM AFM CONFERENCE SERIES
Location: Fairmont Hotel- Starlight Ballroom- 101 Wilshire Blvd
Production Conference
First Session: Producing for the Pre-Sales Marketplace
Moderator: Paul Hertzberg / President & CEO, CineTel Films INC
Panelists: Paul Bales, Partner & COO, The Asylum; Shaked Berenson, Co-Founder & Producer, Epic Pictures Group; Eric Brenner, President, ETA Films; Arianne Fraser, Founding Partner & CEO, Highland Film Group

10:30AM- 12:00PM ROUNDTABLES & CONVERSATIONS
Location: AFM Studio
The Passion of the Film: Beyond the Pulpit and the Pew
AFM DAY4
Moderator: Barbara Mudge / President & Founder, Woldwide Film Entertainment
Speakers: Scott Glosserman / Founder & CEO, Gathr Films; Mike Meadavoy / Chairmain & CEO, Phoenix Pictures; Rich Peluso / SVP, AFFIRM Films, SPE

11:15AM- 12:45PM AFM CONFERENCE SERIES
Production Conference
Second Session: Marketing & Publicity in Production: Beginning with the End in Mind
Moderator: Richard Baker / EVP, Marketing & Creative Advertising, FilmNation Entertainment
Panelists: Rachel Aberly, Vice President of Film, PMK*BNC; Rachel Joynes, Senior Account Director, Empire Design; Rob Lyons, Founder/Producer, Wheelhouse Creative

5:00PM- 6:30PM ROUNDTABLES & CONVERSATIONS
Location: AFM Studio
African Co-Productions: The Possibilities and the Challenges
Moderator: Mayenzeke Baza / Directore of International Relations, Association for Transformation in Film and TV
Speakers: Emem Isong Misodi, C.E.O, Royal Arts Academy; Pascal Schmitz, Head of Sales, AAA Entertainment; John Volmink, Co-Founder, Diprente Films

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