The American Film Market (AFM) isn’t just about passion projects and creative storytelling; it’s fundamentally about assessing risk. In fact, it might be more aptly named the American Risk Assessment Market. The reality is that films are treated as products with financial stakes attached, and AFM is where those products are scrutinised to determine their viability. The central question at AFM isn’t merely, “Is this a great story?” but rather, “Is this project investable?”
The True Focus: Is Your Project Investable?
At its core, AFM is about figuring out which projects have the best chance of success with the least amount of risk. If your project checks all the boxes—clear market potential, a solid finance plan, attractive cast, and marketing strategy—then you’ve positioned yourself well within the system. If your project isn’t deemed investable, you’ll encounter obstacles right from the beginning. It’s a reality that can feel less romantic than the dream of a creative genius being “discovered” and swept off their feet by an eager investor or distributor. However, approaching the market with this realistic mindset is far more sustainable in the long run.
Navigating the System vs. Relying on the Dream
This perspective shift—from seeing AFM as a place to simply sell your creative dream to understanding it as a platform for risk evaluation—might seem less thrilling, but it’s a necessary approach if you want your project to actually get made. Over time, this mindset will serve you better. By acknowledging that everyone at AFM is essentially asking, “What’s the lowest-risk, highest-reward option in the room?” you can better align your pitch to what the market is truly looking for. Those who can balance the creative with the commercial realities are the ones who ultimately get their projects across the finish line.
Understanding Your Product
Many filmmakers shy away from viewing their film as a product, but embracing this perspective is key to making the most out of AFM. Investors and distributors are looking for content that fits specific market needs—whether that’s genre films for international territories, family-friendly content, or edgy indie fare that can attract festival buzz. Knowing where your film fits in this ecosystem and understanding its potential value helps you better align with partners who can support and elevate your project.
It’s essential to understand where your film can be positioned. Who is your audience, and what kind of films have been successful in similar categories? When you step into AFM, you need to know how your project stacks up in terms of genre, appeal, and comparable successes. Without this knowledge, you risk appearing naive about the business side of the industry—and that’s a red flag for potential investors and partners.
The Business of Relationships
AFM is also a place to forge relationships that can make or break your project. Business relationships in film are built on trust, but trust isn’t built overnight. It requires showing potential partners that you’re serious about both the creative and the financial sides of the industry. It means demonstrating that you understand the market, the risks, and the opportunities, and that you’re committed to delivering a product that works for everyone involved.
At AFM, every relationship should be seen as a potential business partnership. This doesn’t mean abandoning your creative values—it means learning how to frame those values within a context that also makes financial sense. Producers, sales agents, distributors—they all want to work with people who not only believe in their project but also understand how to make it a financial success by managing risk effectively.
Balancing Art and Commerce
The beauty of AFM is that it brings together both sides of filmmaking—the art and the commerce. The key to thriving in this environment is embracing both. Your passion for your story is what will catch someone’s attention, but your understanding of the market and risk assessment is what will close the deal. A project that inspires you is great; a project that inspires confidence because it is well-thought-out from both an artistic and business perspective is even better.
Remember, every film starts with a creative spark, but to bring that spark to audiences around the world, you need to navigate the realities of production, distribution, and sales. AFM is the perfect place to do just that—if you’re willing to view your film as not only a story but also a product with clearly defined risks and rewards that deserves to be marketed, sold, and celebrated.
