The month of October is becoming a bazaar of markets. It could even be called a market extravaganza, if one considers MIPCOM Jr. and MIPCOM (October 11-17) as the opening salvo in France, followed by the Antalya Film Fest in Turkey (October 10-19), immediately followed by the Rome Cinema Fest in Italy (October 22-31) and the Florida Media Market in the U.S. (October 23-26). In addition to the warm weather, what these three markets have in common is the desire to attract Latin American film executives, which makes for a busy time before the Latins can land in their favorite spot, Santa Monica, in time for the American Film Market (November 5-12). But that’s in November, a topic for another “busy month” article later on. Like other markets of its kind, the Florida Media Market (FMM) is targeted at the Latin film and TV community in the U.S. (Hispanic), a hot commodity that, so far, only another market such as NATPE, which is held in January in Las Vegas, has attracted. Beginning on October 23, the third annual FMM kicks off at Miami Beach’s Alexander Hotel. Executives will converge at the beachfront resort for a three-day international media market and conference made up of panels, networking opportunities and a host of screenings. Last year’s market, though small in comparison to others, was hailed as a success. Maritza Guimet, organizer of FMM, was confident that this year’s edition will be even better. “We have all the sponsors from last year and more,” she said, “and registration and hotel occupancy are up.” Indeed, at press time, around 1,000 participants were registered for the event, which is double last year’s 500 attendees. Guimet said she expects the final total to be even higher. Guimet attributed the FMM’s increasing popularity, beyond just the numbers, to a variety of factors. For starters, she noted that the market appeals to a wide selection of buyers and sellers because it incorporates many different kinds of media. “It’s actually a gateway to all media,” she said, “because of the focus on different outlets for distribution and the creation of new channels on both broadband and cable.” Guimet also added that such a diversity of companies creates the perfect setting for finding coproduction partners. “There are opportunities throughout the Florida Media Market where sales execs and producers can meet to screen their materials and hopefully, start a dialogue,” she said. Indeed, last year’s market successfully helped independent filmmakers find funding through organized pitching sessions, which will return this year (there are five total). For example, indie producer Paola Lopez (among many others) was given feedback and helped to find backers for her documentary Pablo is Gone, about infamous Colombian drug runner Pablo Escobar. A host of independent production companies will be on hand screening their half-finished films and trailers in hopes of similar results. Florida-based production houses Stone Bridge Films, Sunset Pictures, Chaos Films and many others will get the opportunity to pitch to the professionals. As Guimet pointed out, one of the event’s most attractive elements is its indie-friendly environment. “What people see in our market has a lot to do with the opportunities for independent productions,” she said. FMM ’08 also boasts a slew of brand new features, in addition to its 59 panels, roundtables and keynotes (slightly up from 58 last year). “This year, we’ve created an executive showcase room where execs can show their [filmed entertainment] material,” said Guimet. Other improvements from last year include the opening night party, which will be held at Miami Beach’s swanky nightclub the Havana Club, as well as an awards dinner, which promises to be a step up from last year’s closing day luncheon. Booths representing different countries are also a first for the market. The Dominican Republic, Puerto Rico, Peru, Chile, Colombia and others will all have stands on the convention floor manned by cultural attachés. Another draw of the FMM is location. Guimet admitted that some of the event’s popularity comes from its Miami Beach setting. “Miami is just more affordable than many other locales in the U.S.,” she said, adding that its reputation as a “party town” and its gorgeous weather sweeten the deal for over-worked execs. Additionally, Guimet pointed out that the downward spiral of the U.S. economy has, in a way, been a good thing for the fledgling market. “Everyone is complaining about the recession,” she said, “But it’s actually helped to bring in participants from Europe.” But while some companies from Europe and the U.S. will be in attendance, this year’s FMM, like the two previous, will be dominated by firms from South America, Central America and the Caribbean. Although FMM takes place just one week after MIPCOM, Guimet contends that it is not overshadowed by the mammoth event, because it mostly serves Latin American companies. “Not everyone in Latin America can make it to MIPCOM,” she said, adding that the market’s timing, right on the heels of the conference in Cannes, actually works in its favor. “It’s almost the end of the year, so FMM provides the perfect opportunity for companies to close deals made at AFM and NATPE. Plus, everyone is deciding what to purchase for the next year.” Nevertheless, some companies with major presences in Latin America still have trouble finding the time to attend both MIPCOM and FMM. Jose Escalante of Miami-based Dori Media (which is headquartered in Israel and distributes many telenovelas and other programs throughout Latin America) said that his team was forgoing the Miami mini-event in favor of the much larger MIPCOM, because it would not have time to regroup between the two. Although participation numbers at FMM are up from last year, a good number –– about 75 companies –– will exhibit in booths. Latin heavy-hitters at the market will include Miami-based companies Venevision, Telemundo and Sony Pictures Television International. Esperanza Garay, senior vice president of Sales and Acquisitions for Telemundo, as well as Angel Orengo, senior vp of distribution for Sony, will give keynotes. ES V I D E O • A G E OC T O B E R 2 0 0 8 52 F l o r i d a M e d i a M a r k e t Latin Film Execs Sought After By Trade Shows FMM’s Maritza Guimet Left: The closing day luncheon at FMM ‘07
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