Director of Iran's Cinema Organization (ICO) Mohammad Khazaei emphasized the significance of the Fajr Film Festival Market in providing a platform for emerging Iranian filmmakers to showcase their works to the global film industry.
Speaking at the opening ceremony of the 24th Fajr Film Market, held at the Milad Tower in Tehran, Khazaei highlighted the importance of effective marketing for films to succeed in the international arena. According to statistics, approximately 10,000 films are produced globally each year, with around 6,000 of them reaching worldwide distribution. However, the success of these films in the international market depends on their marketing strategies.
He elaborated on the challenges of film marketing, explaining that cultural products often fall into the lowest category of consumer needs. As a result, selling films can be more difficult than selling other consumer goods. Nevertheless, the existence of film markets facilitates the sales process by creating opportunities for face-to-face meetings between buyers and sellers, allowing them to discuss potential collaborations and tailor film offerings to the needs of the buyers.
Khazaei noted that in the past decade, only a handful of Iranian directors have managed to gain international recognition and find global buyers for their films. However, with the emergence of new generations of filmmakers and advanced technologies, the landscape has changed. Now, any director has the opportunity to present their work in the market and find an audience. This development has intensified competition both within Iranian festivals and in the global festival market.
The director of ICO acknowledged the challenges of competing in the global market, emphasizing the understanding of buyers' needs and preferences. Selling a film is a time-consuming process that requires more than just a conversation. It demands a thoughtful approach to psychology and public relations to discern what type of film the buyer is seeking.
Khazaei also pointed out the evolution of directors into brands, where the film itself, its subject matter, and its treatment are the primary factors attracting global buyers. In this context, having a film market within the Fajr Film Festival is advantageous. Firstly, it breaks the monopoly of established names in global distribution and exhibition. Secondly, it empowers a new generation of Iranian filmmakers to showcase their works to the world. This represents a significant opportunity for the Fajr Film Festival to present Iranian cinema on a grand scale to major regional and global distributors and exhibitors, expanding its thematic reach and presence in international cinemas.
Highlighting the characteristics of this year's global film market, Khazaei mentioned the presence of regional and international distributors with a particular focus on countries in the region. He also noted the emphasis on emerging technologies in virtual reality and the metaverse, the organization of specialized workshops and sessions on film marketing, and the participation of international cinematic platforms.
Khazaei concluded by expressing satisfaction with the physical presence of 21 countries in the Fajr Film Market and the participation of four pavilions representing artists and filmmakers from Russia, Syria, Iraq, and Lebanon. Iranian and international exhibitors, buyers, and distribution companies are actively participating in the market, along with the "Tech Show" section, which has added a unique dimension to the film market by inviting relevant companies. Despite the one-and-a-half-year hiatus and the integration of the international section of the Fajr Film Festival, the market has received a relatively positive response.