A PLATFORM FOR PRODUCTION SUCCESS
From unmissable opportunities through to making creative connections with imaginative storytellers, the American Film Market united the industry to explore the future of filmmaking.
Held in the Palms Hotel and Casino in Las Vegas, Nevada, this year’s 45th iteration of the American Film Market (AFM) brought together sales agents, distributors, producers, actors, filmmakers, innovators, and dreamers to sell movies, package concepts for upcoming projects, and gamble in both exhibition rooms and the casino floor. With approximately 286 exhibitors setting up shop in the Palms for meetings with sales, production, and distribution companies alongside film commissions from around the world, all were ready for action, with the United Kingdom in the mix.
Actor/director/producer Lolia Etomi shares, “As a Nigerian, American, and British multi-hyphenate creative, my decision to attend AFM 2024 was more than just a strategic one—it was an unmissable opportunity. After training at the Guildford School of Acting & LAMDA in the UK and staging historic productions while a student at Cambridge University, I’m ready to make history with my work.
“After being chosen by Largo.ai as one of their top producers to market our project at the convention, I saw AFM as a brilliant platform to not only showcase my work but also connect with investors and fundraise for my current projects (including) the expansion of my production company, LOLLIPOP. The industry is evolving rapidly, and I wanted to engage directly with international partners, sales agents, and distributors who are seeking fresh, globally resonant voices.
“AFM reinforced my belief that the future of filmmaking lies at the intersection of art, commerce, and innovation. It was such a bonus to be surrounded by fellow creatives who are not just visionary storytellers but also brilliant business minds. Hearing their journeys, sharing ideas, and seeing the many ways filmmakers are navigating financing, distribution, and creative independence left me deeply inspired and energised by the possibilities for international co-productions, innovative financing models, and the growing space for bold, culturally rich storytelling with strong commercial viability.”
A borderless film industry
Looking at matters from the sales, producing, and development side, producer/sales agent/owner of boutique film and TV production company/distributor Iris Indie, Milena Rimassa comments on international dealmaking that include UK participation, “With an efficiently structured financing model and a focus on resonant storytelling, independent films are reaching a new level of global success, marking a shift towards a more democratised, borderless film industry. Recent international co-productions that have proven the power of cross-border financing to bring diverse stories to a global market include:
The Two Popes – This UK-Italy-Argentina-U.S. co-production relied heavily on international financing to bring its story to life. Netflix was a major player, acquiring distribution rights early on and contributing a significant portion of the film’s budget. The backing from UK and Argentine film funds also allowed the project to secure top-tier talent like Jonathan Pryce and Anthony Hopkins. With its mix of European and Latin American financial and creative influences, The Two Popes was strategically positioned to resonate with Western and Latin American audiences, amplifying its reach through Netflix’s extensive platform.
Cold War – This Polish-French-UK co-production illustrates the strength of European film funds in enabling high-quality storytelling on a modest budget. With a $5 million budget, largely sourced from the Polish Film Institute, France’s CNC (Centre National du Cinéma et de l’Image Animée), and the British Film Institute (BFI), Cold War could create a visually and emotionally powerful film that found a wide audience. These transnational financing arrangements are central to European cinema, encouraging collaboration and allowing films to reach markets far beyond their countries of origin.
Regarding his own experience at the AFM and focusing on the creative side (including an upcoming biopic of iconic fashion maven Isabella Blow he plans to direct), Mystic Dawn Media co-owner/actor/director Alex Marx remarks, “AFM was a great opportunity to spend quality time with my good friend and producing partner, Matthew Rhodes, of The Hideaway Entertainment. I was attending to meet some of the foreign distributors who already bought the film at Cannes last year. It was great to discuss their release strategies, make myself available to them, and to be invited to some international premieres.
“We are shooting the film primarily in Wales, with some small unit work in London. We want the visual language to reflect Blow’s mental states and emotional landscape by utilising an intentional clash of style and genre, with the more traditional elements of her life playing like period drama, showcasing eccentric aristocrats in extraordinary clothes and partying in beautiful country houses. The city scenes, however, will reflect British cinema of the ‘90s, giving the edge and attitude to match Issie’s gothic punk aesthetic.”
Regarding his company’s own endeavours into Britain, American producer/sales agent Jeffrey Greenstein of A Higher Standard opines, “HRMC (His Majesty’s Revenue and Customs) has always taken care of us. In 2025 we will be shooting in London. Runner (starring Alan Ritchson and directed by Scott Waugh) is going to be shot in the UK.”
Finally, Jerome Nicolai Godfrey is a young actor based in London’s central artistic hub and a student at St. Martin’s College who attended AFM with a project in tow, “Attending AFM was invaluable. I am acting in the main role of (long-time Londoner) Mina Mileva and Vesela Kazakova’s new film (working title Womaniser) whose recent movie Women Do Cry was in Cannes Film Festival official selection. AFM was the perfect scenario for this project to flourish (through meetings with their production company Activist 38). My ultimate dream is to pursue my acting career in the States. AFM was a good starting point for that to say the least.”
After only one year in Nevada, the American Film Market will return to Los Angeles and take place in 2025 from 11-16 November at the Fairmont Century Plaza in Century City. The decision to return to California was made following the recent LA wildfires in what some might interpret as a return to the event’s symbolic home (in an effort to be part of the city’s rebuilding) after mixed signals from attendees about Las Vegas.
