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Facts on markets and MIFED strategy


In the face of frictions arising between the various markets, of problems derived from the stretching sales slump, of the development of new technologies which will take a toll on the future, Mifed has decided to carry out an in-depth survey to grasp the actual needs of the film industry.

We feel the gathered data – shown below – are useful to both markets and festivals, and have been fundamental for Audiovisual Industry Promotion to draft up the new Mifed 2004 project and future strategies.


82% of companies which participate to international markets are small to medium size.
74% of sellers claims the need for more markets during the year, provided costs be more bearable.
75% of small to medium size sellers states that 70% (for some up to 80%)of their revenue originates from market participation (during the market and the ensuing two months). But only 25 to 30 % of big company revenue has the same source.
80% of sellers highlights cost as one of the main difficulties concerning market participation.
72% of sellers indicates “pure markets” as more effective business opportunities than mixed ones (market + festival). The market context makes buyers more receptive. The advantage of markets combined with festivals is merely their greater media coverage, which tends to favour big companies.
75% of interviewed sellers demands of “pure markets” even more time concentration, more efficiency, more technical support and more business opportunities in terms of selected buyer attendance, to be more accurately hand-picked through especially dedicated hospitality services.
68% of sellers asks for new segments (new technologies, production services, financial services etc.) to be included in film markets.

65% of American sellers declares Mifed is of prime importance for its exports (20% has abstained their assessment, while 15% vouches to be against


72% of interviewed buyers equates more markets with more business opportunities, both for producers and for distributors.
83% of buyers affirms the importance of attending various markets, since each tends to offer different products or conditions.
71% of buyers expects markets to select sellers better, for the guarantee of finer product supply ( more first market screenings).
76% of buyers states that Mifed’s added value resides in the optimisation of business activities


The analysis carried out by Mifed shows how it is necessary for the film industry to hold more markets during the year.

Another important fact is that 82% of companies which participate to international markets are small to medium size. Their product needs more commercial windows than big companies’. Their attendance does not always coincide with sales but more with the “setting off of a negotiation”, therefore they regard participation to many markets as the ideal business route.

It is mainly big companies who wish for less markets (and it is these that are the opinion leaders), probably because more direct sales opportunities are available to them, as are tools and resources more appropriate to manage their exports outside markets.

It is clear from the examined data that the only setback common to all is the cost burden of attendance. The requirement to find a balance point between all markets is now therefore evident; this to allow companies to attend as many as possible and not, on the contrary, to deprive them of valuable business opportunities.

We must furthermore widen the service range, creating a richer supply, for the market to be an instrument of growth and “gearing up for the future”, besides a mere place of business.

MIFED 2004

The 71st Mifed will take place from October 12th to 16th at Milan Fairgrounds.

The choice of the new dates has been based on the needs expressed by the market majority (attendance to the greatest number of markets) and to favour both financially and logistically sellers and non European buyers already in Europe for the market scheduled just beforehand – MipCom, 4-8 October.

Mifed will be simultaneous to and in cooperation with IBTS Crossmedia marketplace
IBTS – yearly as of 2004 – is one of the most important international multimedia technology showcase.
Mifed and IBTS will jointly develop an integration of areas and opportunities for those fields naturally in conjunction (film digital technologies, services and training), addressed in particular to producers, directors and technicians.
The first common project, produced with TMD-Toscana Media Development, will be Location & Connection, an exhibiting area allotted to International Film Commissions, related services companies, firms and professionals which will prospect their products and services for the film and audiovisual industry.

Cost reduction plan
MIfed 2004 will launch a number of business schemes for sellers, to freeze 2003 prices and introduce 15 to 20% discounts for advance bookings. Direct attendance cost reductions will also be guaranteed for 2005/2006.
Agreements with a number of hotels are on their way to limit hospitality costs.

Buyers hosted by Mifed
To better guarantee select buyer attendance, a list of 100 to 150 buyers to be Mifed guests will be drafted upon explicit seller indication.

Villa Erba Screenings
The weekend before Mifed (9/10 October), selected screenings and a series of meetings on topics of common interest, between Mifed guest buyers and any company which would care to subscribe, will take place in the picturesque scenery of Villa Erba (by lake Como).

Hottest titles: Venice and Toronto
Mifed is devising both seller oriented promotions to secure “hottest titles” as first market screenings, and the possibility of assigning a green card to the most awaited films having screened in the prestigious showcase of Venice and Toronto.

A more and more “cinematographic” team
The setting up of Audiovisual Industry Promotion (joint venture between Milan Fairgrounds and Cinecittà Holding) has notably enriched Mifed staff with experts professionals from the cinema world. The latest entry is Giulia Filippelli who, drawing on extensive experience as Film and Fiction International Sales Executive will hold the position of Internal Advisor for English speaking markets.

Future guidelines
Mifed thus nears its 71st year with a wealth of offers and the assurance of being the only existing market able to widen its range since, besides holding important shareholder resources and being firmly embedded in the film industry, can lay claim to a unique asset: exhibiting space. In such view, new sectors in the audiovisual field are to be developed in future.
It must also be reminded that Mifed, besides again proving to be a reference point for the far eastern market, is also the international market closest to the two areas from which the greatest market boosts are expected: Eastern Europe and the Mediterranean countries.
In this sense AUDIOVISUAL INDUSTRY PROMOTION has already set off contacts for close collaboration, to be also followed through on location, with events in Russia and Egypt.


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