EFM chief Probst looks ahead

Market topper plans for event's growth

Beki is calling in the consultants.

Indefatigable Berlinale Market topper Beki Probst has tapped McKinsey to conduct a thorough analysis of the European Film Market’s structures as soon as this year’s edition is over to help her plan for the event’s continuing growth.

Probst’s team estimates that the European Film Market expanded by 10%-15% again this year in terms of people attending and films screened.

But with sellers spread in ad hoc fashion between the Martin Gropius Bau, the official annex and several hotels — principally the Hyatt, Ritz Carlton, Maritime and Marriott — there’s clearly a concern that Berlin’s famed efficiency could be compromised if the event continues to balloon.

Probst is happy to welcome any sales company that wants to join the EFM party.

She even said she’d be delighted to welcome Wild Bunch back into the fold after its self-imposed exile this year, pointing out that despite the renegade Gallic outfit’s late defection from the Bau, she allowed them to continue to screen their movies in the Market.

But she’s seriously considering a rule change that will guarantee the freshness of the movies screening at the EFM.

At the moment, sellers can book screenings for pics that have been shown at the previous AFM and Cannes. In future, it’s likely that the EFM will not admit movies screened at more than one previous market.

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