ABSTRACT

The economic circulatory system of the mass media marketplace is the worldwide, annual circuit of film and television markets. The vast majority of business-to-business, country-to-country sales of entertainment properties are transacted at these international, entertainment industry trade shows. Navigating these markets and foreign territories can be daunting. Fun (but expensive) globe-trotting aside, too often, independent producers spend an inordinate amount of their hard-earned cash on airfare, hotels, market accreditations and pitch opportunities only to strike out on what they thought they might be able to accomplish there. Investing in exhibition space or paying sales commissions and marketing expenses raise the stakes evermore. Misunderstanding the culture, dynamics and unwritten rules of these markets has left many a great content creator wishing she could turn back the calendar for a market Mulligan. 1