In what is believed to be the first step to combat the American Film Market’s usurpation of its October date for a second market in Los Angeles in 1991, Mifed has decided to move up the Milan market by one week to avoid a direct conflict with the AFM event.
According to sources at the Fiera di Milano, Mifed’s parent body, the new date for the traditional fall market will be Oct. 17 to 21, a shift from the previous Oct. 20 to 25, which coincided with AFM’s Oct. 21 to 27 slot for its second ’91 event.
Mifed follows on the heels of Mipcom, the tv market in Cannes that is set for Oct. 10 to 14.
Fiera officials, who are meeting in Milan to devise a strategy to overcome AFM’s attempt to eliminate Mifed, are said to believe that the new date will make Mipcom and Mifed tandem markets by providing double coverage for buyers and sellers at a minimum cost. There has been talk in the past of combining both markets.
The American Film Marketing Assn. had considered that approach as an alternative before members voted to hold a second market in Los Angeles.
The fate of the London Screenings, theatrical unspoolings held just before Mifed, is still up in the air. The event has been a stop on the way to Mifed for a number of years.
With the establishment of a new fall market in L.A., AFMA members believe it would make more sense to hold these screenings in L.A. just before the opening of the AFM.
What effect Mifed’s change of date will have on the second AFM is still to be determined. But many involved in indie foreign sales believe it’s only the beginning of Mifed’s backlash.