A promotion of Korean films will be launched at the American Film Market (AFM) in early November. The AFM, the world's largest trade fair for films, will be held in Santa Monica in the U.S. on Nov. 2-9.
Public and private Korean agencies will proactively engage in the promotion of Korean films at the event by jointly opening a PR hall for Korean films. Such agencies include the Korean Film Council (KOFIC) and the Korea Trade-Investment Promotion Agency (KOTRA), as well as nine private film distribution agencies.
The AFM is the world's largest trade fair for independent films, where about 500 million dollars' worth of films and TV products are produced and distributed annually. It is held under the sponsorship of the ITFA, a global agency of independent film and TV program producers and distributors. About 7,000 independent film producers from around the world--not major Hollywood film studio producers--gather together to trade films for eight days every year.
In the past, the AFM used to be held in May every year. But AFM organizers decided last year to hold it in November in order to link the AFM to the annual film festival hosted by the American Film Institute (AFI) held in Los Angeles on Nov. 3-13.
According to the AFM Organizing Committee, the 26th AFM this year will introduce a total of 529 films--the largest number in its history--from 410 distributors in 33 countries.
The sales promotion agencies of nine Korean film distributors, including CJ Entertainment, Tube
Entertainment, Cine Click Asia, Showbox, ShowEast, Core Studio, Miro Vision, MK Pictures, and Film Messenger, will open their own individual booths at the AFM to promote their films.
Besides the screening of films for buyers, the AFM will present free screenings for Santa Monica residents. This year, a total of 44 films will be screened for the general public. Of the 44 films, as many as eight Korean films will be shown.
The Korean films to be screened at the AMC Theater in Santa Monica will be "The Loveliest Week in My Life", "The Big Scene
", "Princess Aurora
", "Rules of Dating
", "Whispering Corridors 4": "Voice Letter
", "The Wig" - "Sacry Hair" and "You are my Sunshine
". A 25-minute teaser of "Typhoon
" directed by Kwak Gyeong-taek
will also be presented.
In addition to the film promotion, the KOFIC and the KOTRA will jointly open a PR hall for Korean films during the AFM, and will host an "Evening of Korean Films" on Nov. 4 by inviting about 200 film producers and distributors.
On the strength of the hallyu boom, Korean films are gaining in popularity in the Asian region. They have also made inroads in the European region through various distribution channels thanks to international film festivals in Cannes, Berlin and Venice.
But due to a limited distribution market in North America, it remains to be seen how much success Korean films will achieve at this AFM event.