How to Work the Film & TV Markets: A Guide for Content Creators (Paperback) book cover

How to Work the Film & TV Markets

A Guide for Content Creators

By Heather Hale

© 2017 – Focal Press

296 pages

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Description

How to Work the Film & TV Markets takes independent filmmakers, television and digital content creators on a virtual tour of the entertainment industry’s trade shows — the circulatory system of the entire global media landscape. This book highlights the most significant annual events around the world, details a dossier of all the players that frequent them and examines all the elements that drive the market value and profitability of entertainment properties. In-the-trenches insights from our modern, real-world marketplace are contextualized into immediately implementable practical advice. Make the most of your finite investments of funds, time and creative energy to optimize your odds for success within the mainstream, business-to-business circuit but learn how to select, apply and scale prudent, proven principles to drive your own Do-It-Yourself/Direct-to-the-Consuming-Crowd fundraising, distribution and promotional success.

Heather Hale demystifies these markets, making them less intimidating, less confusing and less overwhelming. She shows you how to navigate these events, making them far more accessible, productive — and fun!

This creative guide offers:

  • An in-depth survey of the most significant film, TV and digital content trade shows around the world;
  • An overview of the co-production market circuit that offers financing and development support to independent producers;
  • An outline of the market-like festivals and key awards shows;
  • A breakdown of who’s who at all these events — and how to network with them;
  • Hot Tips on how to prepare for, execute and follow up on these prime opportunities;
  • Low-budget key art samples and game plans;
  • A social media speed tour with a wealth of audience engagement ideas.

Reviews

"Years of visiting the film and TV markets provide a certain level of knowledge of this complex, global dance of finance, development, networking, co-productions, and the like. With Heather Hales’ go-to guide in hand, the complexity of the annual cycle of these crucial markets is remarkably clear and easy. Hales’ extensive knowledge and insider tips will guide you to a whole new experience of attending such markets, saving time, money and embarrassment. It’s simply superb with constantly-updated key info and tips – worth every penny, and my planned gift to industry friends."

—Gabrielle Kelly, Screenwriter, Producer, AFI Screenwriting Faculty

"Heather Hale has a keen prospective on the workings on in the film and television marketplace. A must-read for anyone that has a project and needs to know how to maneuver through the challenging aspects of sales and distribution."

—Valerie McCaffrey Producer, Casting Director

Table of Contents

Introduction

This Guidebook = Orientation + Compendium + Almanac + "How-To" Manual

Who this Book Is For

The Goal of this Book

PART I THE MARKETS

Chapter 1 What Is a Market?

Market Establishing Shot

Exhibition Space

Screenings

Educational and Networking Opportunities

What’s the Difference Between a Market and a Festival?

Confusion Abounds

Festivals Versus Markets

Should You Go to Either? Both? Why?

Aren’t Film and Television Totally Different Industries?

You Might Be an Independent If . . .

PART II THE GLOBAL FILM INDUSTRY

Chapter 2 To Hollywood, Bollywood, Nollywood — and Beyond!

Hollywood

Bollywood

Nollywood

Hollywood’s Oligopoly

The Big Six

The Mini Majors

Fierce Film Competition

Chapter 3 The Players on the Film Market Stage

Film Distributors

International (Film) Sales Agents (ISAs)

Aggregators

Producer’s Representatives

Collection Agents

Exhibitors

Market Makers

THE FILM MARKETS

Chapter 4 Le Marché du Film (The Cannes Film Market)

International Profile

The Producers Workshop

The Producers Network

"Goes to Cannes" Works in Progress Screenings

Cannes Investors Club

The Village International

NEXT Pavilion

Marché Mixers

Doc Corner

Cinando

Chapter 5 The European Film Market (EFM)

Venues

Potsdamer Platz

First Timers

EFM Industry Debates

EFM Drama Series Days

American Independents in Berlin

Creative Europe Media (Media-stands.eu)

EFM Asia

LOLA at Berlinale

EFM Startups

Meet the Docs

Meet the Festivals

Chapter 6 The American Film Market (AFM)

AFM Conference Series

Roundtables

MyAFM

Exhibitors

The Film Catalogue

Buyers

The Independent Film & Television Alliance® (IFTA)

Don’t Be a Lobby Lizard

Chapter 7 Regional Film Markets

Hong Kong FILMART

Hong Kong-Asia Film Financing Forum

Business of IP (BIP) Zone

Expo Hong Kong

Asian Film Market

Korean Blockbusters

Tokyo International Film Festival Content

Market (TIFFCOM)

Ventana Sur

London Screenings

PART III THE WORLDWIDE TELEVISION AND DIGITAL MEDIA BUSINESS

Chapter 8 Mise en Scène

The UK and the US

Germany

The BRIC Block

Brazil

Russia

India

China

Turkey

Africa

Chapter 9 The Studio Scene: LA Screenings, the Upfronts (and NewFronts)

The LA Screenings

The Upfronts

The NewFronts

Staggering Odds of Scripted TV

Chapter 10 The Players on the TV Market Stage

Distributors

Broadcast Networks

Cable Networks

Satellite TV

Telcos and ISPs

Over the Top Television (OTT)/Internet Networks

Syndicators

The Coveted 100th Episode

Strip Shows

Deficit Financing

Time Buy or Barter Syndication (Client Supplied Programming)

Station Groups

Aggregators

Exhibitors

Market Makers

THE TV MARKETS

Chapter 11 The MIP Markets

The MIPs

Back at the Palais

Access to it all via MyMIP and Mobile Apps

MIPTV

Welcome to the Club(s)!

MIPDigital Fronts

MIPFormats

MIPDoc

MIPCOM

MIPJunior

MIPCancun (the Latam TV Buyers Summit)

Asia TV Forum & Market (ATF)

Chapter 12 National Association of Television Program Executives (NATPE)

Professional Pitch Opportunities

First Show of the Year

NAPTE Hotels

Live Stream Virtual NATPE

Content Without Borders: NATPE Europe

Awards

Chapter 13 Realscreen

Realscreen Summit

Luncheon Roundtables

Meet a Mentor

Meet an Expert

Speed Pitching: Now You’re Talking — FAST!

30 Minutes With . . .

Master Classes

Summit Showdown Pitching Contest

Awards

Realscreen West

Realscreen London

Realscreen Magazine

RealXchange

Kidscreen Summit

BCON Expo

Stream Market

Chapter 14 Regional TV and Serialized Video Content Markets

Bogota Audiovisual Market (BAM)

DISCOPs 115

DISCOP Africa

DISCOP Abidjan

DISCOP Johannesburg

DISCOP Istanbul

DISCOP Dubai

Hong Kong FILMART

MYCONTENT

TIFFCOM

World Content Market

PART IV CO-PRODUCTION MARKETS

Chapter 15 CineMart (IFF Rotterdam Co-Production Market)

Rotterdam Lab

Chapter 16 Berlinale Co-Production Market

Berlinale Co-Production Market Producer’s Lounge

Berlinale Directors

Rotterdam-Berlinale Express

CoPro Series (Drama Days)

Books at Berlinale

World Cinema Fund

Countries in Focus

Chapter 17 Other Major Co-Production Markets

Asian Project Market

Beijing Film Market

Boat Meeting

CPH:FORUM

CineLink Co-Production Market

DISCOPRO

Europe–Latin America Co-Production Forum

Frontières International Co-Production Market

Holland Film Meeting Co-Production Platform

IFP No Borders International Co-Production Market

IDFA Forum (Docs for Sale/IDF Amsterdam)

Moscow Business Square

Paris Co-Production Village

Arc 1950 Coproduction Village

Sofia Meetings and Balkan Screenings

TorinoFilmLab

PART V BEFORE: PREPARATION

Chapter 18 Start with the End in Mind

Why Are You Going?

What Can You Realistically Accomplish at This Market?

But What If I’m Not Really Ready Yet?

Chapter 19 Know Your Product

High Concept

Format, Genre and Subgenre

Sitcoms, One-Hour Dramas and Dramedies

Scripted Serial Renaissance

Reality Formats

Protect Your Reality Format

Chapter 20 Know Your Target Audience(s)

But my film/TV show is for everyone . . .

Demographics

Four-Quadrant Film

Psychographics

Binge Watching and Time Shifting

Chapter 21 Polish Your Pitch and Marketing Materials

Great Title

Terrific Logline

Additive Tagline

Succinct Synopsis

Excellent Script

Should I Bring Scripts to the Market?

"Send the Script" Edutainment Story: The Courage to Love

Chapter 22 Develop Key Art

Key Art Versus Concept Art

Placeholder Key Art

Low-Budget Key Art Strategies

Teasers vs. Payoffs

Key Art Before Actors Are Attached

Raw Assets

Key Art Comps

Focus Groups and Gender Preferences

Good, Fast, Cheap: Pick Two

Facebook and Twitter Banners and Avatars

One Sheets

Market Catalog

Video

Trailers

Screeners

Sizzle Reels

Talent Reels

Presentation Tape/Completed Scenes

Proof of Concept Pilot

Rip-O-Matics

Animatics

Vision Statement

Awesome Verbal Pitch

Share Your Passion

Pitch Perfect: Water Cooler 101

Chapter 23 What Goes Into a Pitch Package?

Cast Wish Lists

Bios

Executive Summary

Let’s Talk about Comps, Man

Analyze Your Comps

Schedule

Budget

Production Budget has Zero Correlation to Box Office

Prints and Advertising

Think Outside the Schedule and Budget Box

Sales Estimates

Pre-Sales

Waterfalls

Production Budget has No Correlation to Box Office

TV Cash Flow Analysis

The Do’s and Don’ts of Reality Show Pitch Proposals

Chapter 24 Gearing Up For Each Event

Research the Event

Who Are You Looking to Meet?

Research Your Prospects

Research the Other Attendees

Create Your Hit List

Start Doing Research

Study Each Company’s Website

The Right Titles for Your Hit List

Finding the Right Sales Agent for Your Project

Sort, Rank, and Order Your List

Plan and Prioritize Your Market Goals and Schedule in Advance

Badge Buying Advice

Business Cards

PART VI DURING: AT THE MARKET

Chapter 25 Prudent Market Scheduling and Logistics

Review Your Hit List

Pay Attention to Badge Clues

Don’t Ignore Your Own Badge . . .

Ice-Breaking Wardrobe

Ice-Breaking Props

Market First Timers: Don’t Be Nervous

Chapter 26 Taking Meetings at the Market

Respect the Exhibitor’s Space and Time 236

Befriend the Gatekeepers

Establish Your Credibility

Define the Purpose of Each Meeting

Negotiating

A Word of Caution: Bifurcating the Rights

A Word of Caution: Check Those Definitions!

What to Leave Behind (If Anything)

Always Have an Answer For: "What Else Have You Got?"

Post-Meeting Housekeeping

PART VII AFTER: FOLLOW-UP

Chapter 27 Gauging Success

Deal or No Deal?

Year-Round Networking

PART VIII IMPORTANT ANNUAL ANCILLARY EVENTS

Chapter 28 Top Ten Market-Like Film Festivals

Festival de Cannes

Opportunities

Toronto International Film Festival

Opportunities

Market-Like Elements

Support for Canadian Films

Sundance Film Festival

Opportunities

Sundance Institute Labs

Venice Film Festival

Berlinale (Berlin International Film Festival)

Berlinale Talents Market Hub

SXSW (South by Southwest)

Tribeca Film Festival

International Film Festival Rotterdam

Sofia International Film Festival

Palm Springs International Film Festival

Palm Springs Shortfest and Market

Chapter 29 Globally Significant, Pedigree-Building Film Festivals

AFI FEST

Austin International Film Festival

BANFF

Beijing International Film Festival

Buenos Aires International Independent Film Festival (BAFICI)

Busan International Film Festival

Champs-Élysées Film Festival Industry Days

Hong Kong International Film Festival

Les Arcs European Film Festival

Los Angeles Film Festival

Munich Film Festival

New York Film Festival

Raindance

San Sebastian Film Festival

Singapore International Film Festival (SGIFF)

Telluride Film Festival (Colorado, USA)

Tokyo International Film Festival

Chapter 30 Television Festivals

ATX Television Festival

Banff World Media Festival

Celtic Media Festival

Edinburgh International Television Festival

FESPACO (The Festival PanAfricain du Cinéma et de la television de Ouagadougou)

Festival International de Programmes Audiovisuels

FesTVal Spain

ITVFest (Independent Television Festival)

Monte-Carlo Television Festival

New York Television Festival

SCAD’s aTVFest

SeriesFest

VerCiência Brazil

Chapter 31 International Documentary Festivals

Hot Docs

International Documentary Festival Amsterdam

Sunny Side of the Doc

Asian Side

Latin Side

Chapter 32 Awards Shows

Key Film Awards

The Oscars (Academy Awards)

Film Independent’s Spirit Awards

German Film Awards (the Lola; Deutscher Filmpreis)

Asian Film Awards

Hong Kong Film Awards

Spanish Film Awards (the Goya; Los Premios Goya)

The MTV Movie Awards

Key Television Awards

The Emmys

NATPE’s Reality Breakthrough Awards

The Brandon Tartikoff Legacy Awards

Realscreen Awards

Both Film and TV Awards Shows

British Academy Film and Television Awards (BAFTAs)

The Britannia Awards

Golden Globes

The People’s Choice Awards

TV Land Awards

Streamy Awards

Razzies

EGOT

Chapter 33 Overlapping Industries’ Events

Consumer Electronics Show (CES)

CinemaCon (formerly ShoWest)

NAB

PromaxBDA Conference

US–China Film Summit

The World Animation and VFX Summit

Midem

Internet and Television Expo (INTX, formerly The Cable Show)

Chapter 34 Significant Consumer Events

Comic-Con International: San Diego

Entertainment Expo Hong Kong

Chapter 35 Denouement

Index

About the Author

Heather Hale is a film and TV director, producer and screenwriter of original programming, including the indie comedy Rolling Romance (2018), the thriller Absolute Killers (2011), the LifetimeOriginal Movie The Courage to Love (2000), as well as several award-winning syndicated series and two Emmy-winning PBS series. She was the Independent Film and Television Alliance’s Industry Liaison for the 2013 American Film Market as well as the Vice President of Event Programming for the National Association of Television Program Executives, where she helped design and launch the TV Producers' Boot Camp. She often serves as NATPE’s official pitch prep consultant, preparing producers to pitch to financiers and distribution executives. Heather speaks and consults around the world, customizing retreats and workshops and is always writing, producing, directing and raising funds for film and television projects.

Stay up-to-date with Heather and Heather Hale Productions at www.HeatherHale.com

Subject Categories

BISAC Subject Codes/Headings:
PER004000
PERFORMING ARTS / Film & Video / General