AFM Filmmaker Welcome Brunch: Advice from the intersection of culture and commerce

Making films is hard work.

Securing distribution and negotiating the business deals around acquisition or licensing is even harder. Maybe doubly so for first and second-time filmmakers that might be overwhelmed and excited by their first major festival experience.

That is why Saturday morning's AFM Filmmaker Welcome Brunch, held inside AFM at the Lowes Santa Monica Beach Hotel, was essential for those filmmakers attempting to make the most of the fourth-annual partnership between the American Film Market and the AFI FEST presented by Audi.

Featuring remarks from AFI FEST Director of Festivals Christian Gaines, celebrated filmmaker Alex Cox, and AFM Managing Director Jonathan Wolf, the goal was to provide a nurturing forum for questions and advice before filmmakers immersed themselves in the marketplace.

"This is the fourth year of partnership between AFI FEST and AFM," said Gaines. "If you're an AFI FEST filmmaker, there are around 150 companies at AFM that may be interested in your film."

"Last year there were 56 films that were shown at AFI FEST and also represented by companies exhibiting at AFM. Of those, 29 films secured U.S. distribution, international distribution, or transferred remake rights. And there is much more to it than the market schmooze factor: AFI FEST gives a cultural context the films at AFM, which in turn helps preserve the balance of art and commerce," he said.

"The partnership between AFI FEST and AFM has really started to pay off."

And while the distance between Hollywood and Santa Monica may metaphorically represent the culture versus commerce balancing act, the partnership has elevated both events.

"When the two things that you compare yourself to are Cannes and the Berlinale, you're doing pretty well," quipped Alex Cox, director of Repo Man and SEARCHERS 2.0, which premiered Saturday at AFI FEST.