It went completely online (again!) this year, but that hasn’t stopped the business from becoming a success. Berlin’s European Film Market ended its second Virtual European Film Market with a “record number of deals” signed during the 2022 event, according to EFM director Denis Ruh, who pointed out that Sony Pictures pre-purchased $60 million worldwide for the Tom Hanks . project A man called Otto with STX International and CAA Media Finance is the largest single deal ever signed in Berlin.
Ruh said in an email to CHEAP. “Like the Chinese entry, Back to Dustsold to a number of theatrical distributors in Europe [M-Appeal is handling world sales on the film]. The sales business has felt a breath of fresh air again after the easing and lifting of restrictions [COVID-19] measures in Europe and the rest of the world. “
By the numbers, EFM 2022 has seen growth everywhere, with 600 exhibiting companies from 62 countries presenting titles on the EFM platform, up from 504 companies from 60 countries in last year. There are more titles on offer – 827 movies compared to 821 last year – and over 600 market premieres.
Despite this “virtual success,” Ruh believes demand for the live film market is still holding back. “We can see that in bookings from December,” he said, when EFM was still planning a live event. “Business is also about mutual trust, and you’re more likely to create that by spending time together in one place than through strictly scheduled online meetings. This is still the business of people needing a specific meeting place. ”
It remains to be seen whether Berlin, Cannes and the American Film Market in Santa Monica, continue to be the spots where the global film industry gathers every year. While most executives complain of “zoom fatigue” after two years of the digital market, they also benefit financially from not having to book flights, hotel rooms. and exhibition space.
“We really only need to go to two markets a year,” noted a well-known American sales agent, “and buyers are changing too: Asian buyers just want to go to Cannes and AFM, a lot of Europe just wants to go to Berlin. and Cannes. ”
However, Ruh is confident that EFM “is the first movie market of the year, with all the projects sold here, the high quality of the lineup [and] unique connection with Berlinale like [the world’s largest] public festival,” will hold its place as a must-attend event for the indie industry.
The number of “attractive deals” at EFM 2022, he noted, is positive evidence of the “benefit for most sales companies in the world” in making the trip to frigid Berlin.