Oscar contenders and Berlin prize-winners are making waves in the Asian market as European film sales agents take advantage of the annual FilMart event in Hong Kong. Under the European Film Promotion umbrella stand, 29 European film sales companies, including more than a dozen from France, are making their mark. Well-known rights brokers such as Charades, Goodfellas, Fandango, and Filmax are among the participants.
Establishing the European Brand
For many years, EFP has been building the European brand at Hong Kong through its prominent umbrella presence. The aim has always been to highlight the European industry and its films as a one-stop-shop. Susanne Davis, an EFP executive, expressed her surprise and delight that so many companies are taking advantage of this opportunity.
Collectively, the 29 companies are representing over 140 new European titles. Notable films, including the Oscar contender “Anatomy of a Fall” represented by MK2 Films and “Four Daughters” handled by The Party Film Sales, are among the highlights.
Berlin Prizes and Asian Market Opportunities
Three participating sales companies are bringing titles that won accolades in Berlin last month. Memento International represents Bruno Dumont’s “The Empire,” which received the Silver Bear Jury Prize. m-appeal represents the triple award-winning Norwegian Panorama film “Sex” by Dag Johan Haugerud. Loco Films handles the German debut feature film “Ivo” by Eva Trobisch, winner of the Encounters Heiner Carow Prize.
FilMart plays a significant role for European rights sellers and Asian distributors. The timing of the event, between Berlin and Cannes, and its geographical location in Hong Kong make it ideal for negotiations and sales. Despite the unpredictability of negotiations with mainland China, sales agents understand the importance of the spring market and see it as an opportunity to explore other Asian territories, specifically Southeast Asia. Moreover, there is a slight return in acquisitions from China, which adds to the allure.
Shifting International Markets
Some Asian buyers, especially from Japan and South Korea, are now economizing on travel to big international markets. Instead, they choose to meet European sales agents at FilMart in Hong Kong. This shift highlights the event’s growing significance for both parties.
To ensure success, the EFP now provides funding to help key European titles reach international markets. This year, the Film Sales Support subsidy benefits ten films. Companies like France’s Kinology, Germany-based Picture Tree International, WTFilms, and Denmark’s TrustNordisk are leveraging this support for marketing and presentations.
FilMart continues to present a valuable opportunity for European film sales agents to expand their reach and forge connections in the thriving Asian market. With the support of EFP and the growing interest from Asian buyers, European cinema is finding a strong foothold in Asia.