DAY ONE  November 3, 2005
AFM Already Buzzing about AFI FEST
by Sharifa Johka
"How do I check in for AFI FEST?" is a question that can be heard throughout the AFM Exhibition halls at the Loews Santa Monica Beach Hotel. As exhibitors line up to register for their AFM materials, many of them are excited about the opportunity to also attend screenings and events at AFI FEST 2005 presented by Audi, generating a palpable sense of buzz and anticipation.
This year marks the second year of the AFI/AFM Alliance, and it has already proven to be a record-breaking collaboration, even on the eve of AFI FEST's debut. Over 175 executives from AFM exhibiting companies have pre-registered to attend AFI FEST 2005, with an additional 100 participants anticipated to register on-site, resulting in an increase of more than 200 percent from last year.
Art Birznek, President of Birch Tree Entertainment--the sales company representing the film ADDICTION, which is scheduled to screen at AFI FEST on November 7 and 8--credits the amazing increase to the efforts made by both AFI and AFM to make participants more fully aware of the strategic alliance. "There's so much more awareness, and the effort to provide special privileges to AFM badge holders is most appreciated," says Birznek. "The roundtrip shuttles from Santa Monica to Hollywood, the Cinema Lounge with complimentary cocktails, and the free passes are very attractive and effective incentives. We like to work hard and play hard, and the (AFI/AFM) Alliance provides the opportunity to conduct business by day while giving us the benefit to relax in the evening at AFI FEST."
"I'm encouraged by what the AFI/AFM Alliance is doing," adds Robbie Little, President of the Little Film Company, which has two films (AN AMERICAN HAUNTING and TSOTSI) represented at both AFI and AFM. "It has wonderful potential."
While the personal and creative rewards for participants are easy to see, the strategic union between the two events seems to augur enhanced business opportunities as well. "Lions Gate has always had a strong relationship with AFI FEST, launching some of our most important films at the Festival in past years--such as MONSTER'S BALL," says Nick Meyer, President, Lions Gate International. "With the move to November, AFM has taken on added significance for international buyers, and we look forward to cooperating with AFI in the future."
Concludes Birznek, "I believe that as more sales companies begin to realize that AFI FEST provides the opportunity to turn screenings into events--with star-studded galas and its impressive lineup of parties--there will be a continued explosion in attendance similar to the one occurring this year, and the Alliance will begin to complete the cycle of the Festival/market structure and rise to the level of Berlin and Cannes."
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