1st Edition

How to Work the Film & TV Markets A Guide for Content Creators

By Heather Hale Copyright 2018
    322 Pages
    by Routledge

    322 Pages
    by Routledge

    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.

    Visit the book’s space on www.HeatherHale.com for additional resources and up-to-date information on all these events.

    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

    Biography

    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 Lifetime Original 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

    "For years, I've watched producers and other film creatives spend countless dollars to attend markets such as AFM, Cannes and MIPCOM only to leave discouraged. Simply put, they didn't plan ahead and understand how to work the markets. No one knows this area better than Heather Hale. With How to Work the Film & TV Markets, Heather not only provides content creators a wealth of information designed to help remove the intimidation factor and anxiety inherent in attending a market, but also provides a clear path toward maximizing your precious time and, by virtue, increasing your odds of success. This is essential reading for anyone looking to drum up interest in their projects. Not to be missed."

    —Richard "RB" Botto, Actor, Producer, Screenwriter; Founder and CEO of Stage 32; Author of Crowdsourcing for Filmmakers: Indie Film and the Power of the Crowd

    "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