Mifed multiplying films, attendees
A total of 406 feature films were booked to screen at Mifed as of Monday, up from 352 in 1996. International market premieres represent 45% of that crop. Companies that have signed up so far number 275, including 38 Mifed first-timers.
Waiting list
"Our continued growth means we have a waiting list of around 20 new companies wanting to come to Mifed, but we don't have the space to accommodate them," market chief Tullio Galleno said. "Since we are anxious not to exclude the new players, this is a problem we have to resolve."
As always, the lion's share of stands will be occupied by the U.S. industry, with 135 Stateside outfits making the trip to Milan. Other robust presences are Italy, with 33 companies, Britain with 26 and France with 13. The Far East will have increased representation this year, with 22 companies attending.
New features include Mifed Cartoons, an animation showcase for the theatrical and homevideo markets designed to tap into the blossoming appetite for toons worldwide and to complement the Kid Screen section devoted to children's and family films, which runs Oct. 23-25.
Commenting on the increased industry weight of the pre-Mifed London Screenings in recent years, Galleno said the impact on the Milan mart's success has been minimal.
"Our numbers continue to go up, so it's clearly a system that works," he said. "If in the future London starts expanding dramatically, then we'll examine the situation a little closer. But setting up the infrastructure for a major market requires a considerable investment of time and money, and I can't see London continuing to grow to that extent."
Galleno confirmed the involvement of Mifed in the project hatched by new Venice fest topper Felice Laudadio to develop a market showcase for quality arthouse pics on the Lido. The market, which has been momentarily shelved this year, is being planned as a haute couture alternative of fest-pedigree films as opposed to the more generic pret-a-porter lineup at Mifed.
But while Laudadio has repeatedly underlined his commitment to getting a Venice sales structure off the ground next year, Galleno acknowledged that the hesitation of some Italian sales companies to endorse the project is understandable given the investment required in maintaining a profile in an already crowded fall sales season that includes London, Mifed and Toronto.
"The idea of a specifically tailored market in Venice is a very attractive one," he said. "But like all things attractive, we mustn't let ourselves be seduced by it without thinking seriously about the possible disadvantages."
