Firmly established as Latin America’s premier film market, Ventana Sur is seeing international buyer attendance for its fourth edition tracking 40% up on 2011, Argentina’s Incaa Film Institute announced Saturday in Venice.

Not counting Ventana Sur guests, more than 100 sales agents and international buyers have registered for the four-day Latin American film mart. Accreditation ends in late October. Ventana Sur will run Nov. 30-Dec. 3.

Almost 180 films, up from 30 at the same time last year, have been registered for the mart’s digital video library.

Launched in 2009 by Incaa and the Cannes Market, Ventana Sur has proved a milestone in efforts to goose export business on films from not only Argentina but also all of Latin America.

The market will be housed once more at the Universidad Catolica Argentina in Buenos Aires’ chic downtown Puerto Madero district. Screenings take place a short walk away at the waterfront-side Cinemark Puerto Madero eight-plex.

Programmed and hosted by Cannes topper Thierry Fremaux, the popular European Film Week will take place Nov. 28-Dec. 5, showcasing five movies from Cannes’ official selection in the run-up to their commercial release in Argentina.

DocBuenosAires, an international docu co-production platform, will unspool Dec. 1-3 at the UCA.

The Cannes Festival’s Cinefondation director Georges Goldenstern will select productions for Ventana Sur’s centerpiece pics-in-post strand, Primer Corte. Goldenstern is popular with a new generation of Latin American directors and producers, many of whom have attended Cinefondation’s Residence and Atelier workshops.

Spain’s Fundacion Autor and Instituto Bunuel are organizing a three-day seminar on film exports, Cruzando Fronteras, running Nov. 28-30, just before the market.

In a new partnership among Ventana Sur, Cannes’ Producers Network and the San Sebastian Festival, producers of the most popular projects at San Sebastian’s first Europe-Latin America Co-Production Forum, held Sept. 27-28, will be invited to Ventana Sur.

“Ventana Sur has positioned itself very well as an international event,” said Incaa president Liliana Mazure. “The next step is to find commercial formats to position the Latin American cinema as a strong, consolidated film industry that recoups its costs from markets.”