European Film Promotion Celebrates Banner Year at AFM

By Wise, Damon | Variety, November 4, 2016 | Go to article overview

European Film Promotion Celebrates Banner Year at AFM


Wise, Damon, Variety


it's fair to say that European Film Promotion (EFP) has big plans for this year's AFM. Having established its European Umbrella presence some 18 years ago, EFP began to expand its horizons in 2015, no doubt emboldened by the success of similar projects at the Asian Film Market in Busan, begun in 2006, and Filmart in Hong Kong, established in 2011.

"This year, EFP has rented a double office to satisfy all the needs of the 15 participating sales agents, representing 10 different European countries," said EFP project director Susanne Davis.

These, she noted, include established companies such as Latido Films from Spain, Level K from Denmark, RAI Com from Italy, Capricci Films from France, Amadeus Entertainment and WestEnd Films from the U.K., as well as recently launched Summerside Intl. from the Netherlands, and others. "It is also the place to meet a select number of EFP's member organizations and promoters of their national cinema," she said.

For the EFP, the AFM is of "unprecedented value," and according to project director Jo Mühlberger, who has been with EFP since its very first year at the market, the European Umbrella has evolved.

"In the very first year, there were a huge number of Europeans," he recalled. "Lots of them were production companies, but also some sales agents, but I feel if I were to compare today to previous years, those companies were just testing the waters. They were trying to figure out what was happening with the U.S. as a market and how they could get involved as a business. Over the years, it's developed and become more sophisticated. Companies are now more certain about what they want to achieve while they're here, getting more specific about their needs and goals."

For Mühlberger, the AFM requires a change in mindset for most Europeans. "It's very different to the markets in Europe in that it's definitely more business-driven and less arthouse-driven," he said. "The European markets are more oriented on what represents European cinema, and here it's more about content - it's more about the best-selling product, not the more 'difficult' films, which many of the European films are. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

European Film Promotion Celebrates Banner Year at AFM
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.