Magazine article Variety

Rome Aims to Woo Awards Season Hopefuls

Magazine article Variety

Rome Aims to Woo Awards Season Hopefuls

Article excerpt

With Marco Mueller in place as new artistic director, the Rome Film Festival is completely reconfigured a clear intent: to become top-tier global launching pad hot new films in the year's fourth quarter, helping to kick the U.S. awards season.

Mueller has doggedly been this ambitious goal December, when the Venice topper officially his hat in the ring to Rome, a young fest that, game efforts over its six editions, never made the type of international it was striving for.

The cornerstone of Mueller's Rome reconstruction plan is his change from October to its Nov. 9-17 slot, positionit as a promotional venue winter holiday season pics, two months after Venice and and three months before Berlin.

"I consulted with some of key producers and sales in the international and they told me, 'move festival to November, alend it on the Saturday Thanksgiving and you give us the platform that need,' " he recounts.

The other key to Mueller's is that he is raising bar by vowing to show 60 premieres, whereas past showed many pics that already surfaced at other This, in turn, should give event a big industry boost.

Rome's informal Business mart - running Nov. 1417, a week after the American Market wraps in Santa and roughly two weeks the Ventana Sur market Buenos Aires - "will pretty be about the films that at the festival this time," Mueller.

The goal is to attract up 400 industryites with key coming from Asia Latin America, in addition European buyers and North The best-case is that many will arduring the second half of keen to snap up pics have not premiered at AFM. …

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