In a surprise move, the American Film Market, traditional home to mainstream cinema in all its schlocky glory, is going upscale arthouse.
At next week’s AFM — Nov. 10-15 at the Fairmont Century Plaza in Los Angeles — there will be a focus on Romanian cinema. AFM has named Romania its first-ever country of focus. National film industry group Creative Romanian Filmmakers (CRFM) will bring over a delegation of filmmakers, producers and production companies to present their latest movies and to meet with industry execs to discuss shooting in Romanian and international co-production opportunities.
“Romania has been part of the AFM community for many years, and we’re proud to recognize its contributions to global cinema as our first-ever Country of Focus,” said Jackie Brenneman, President & CEO of the Independent Film & Television Alliance (IFTA), which produces the AFM. “Together with Creative Romanian Filmmakers, we look forward to showcasing the country’s exceptional talent and opportunities for international collaboration.”
“Since 2016, Creative Romanian Filmmakers has brought Romanian producers to the world’s most important film markets and festivals, and the American Film Market has always been a key stop on that journey,” added CRFM managing director Mihai Lupu. “Being named Country of Focus this year is a milestone for our entire industry – an invitation to buyers, sales agents and producers to discover Romanian stories, talent and locations, and to build lasting partnerships with us.”
The delegation will include Cristian Mungiu, attending with his Palme d’Or winning drama Fjord, starring Sebastian Stan and Renate Reinsve. Fjord is Romania’s official entry for the Oscar in the best international feature category and is seen as a shoo-in for the Academy long-list, being announced Dec. 15.
“This year, a Romanian film was awarded at every major festival,” noted Mungiu. “I believe Romanian films have real potential in international markets – not only at festivals, but with a wider audience. In this sense, Fjord’s awards-season campaign and its North American theatrical release look promising.”
Mungiu also put in a pitch for his country as a shooting location, noting that “not only is the Romanian cash rebate working again, we have also started a conversation with the Romanian authorities about providing upfront cash-flow financing for the rebate, and we hope to see concrete results as early as 2027.”
At AFM, Mungiu will take part in a panel, “Beyond the New Wave: Romania as Your Next Production Partner,” on Saturday, Nov. 14, from 4:00–5:00 PM on the Constellation Stage at the Fairmont Century Plaza. Mungiu will be joined by Valentin Savu, General Manager, Romanian Office for Film and Investments in Culture, Alma Bacula, Head of Production & Partner, Icon Films, and leading producers Iuliana Tarnovetchi, Gabriel Popescu and Ionuț Ionescu to discuss opportunities for filming in Romania, and partnering with local producers to accessing the country’s filming incentives.
AFM will showcase four Romanian films with screenings at the AMC Century City 15: Comatogen by Igor Cobileanski, Gone Guy by Andrei Dascalescu, Grounded by Ligia Ciornei and The Circle by Valeriu Andriuta.
Romanian companies participating in the event at AFM include Augmented Films, Bullsrecords, Idea Film, Nomad Films Global, Profesional Film Partners, Quantum Media Creative, Frame Film, Mavish Ask, Negrea Visuals, Sýmbolon and Tarnovski Marketing Consultancy. At the Fairmont Century Plaza, Romanian companies will have dedicated exhibition space in suites 1005 and 1037 for meetings.
