Cancel MIFED or London: That's the Question.

With London Screenings and MIFED both providing a similar purpose, an opportunity to screen movies and make deals, how do distributors and buyers choose which to attend? Both events unfold back to back. This year, London Screenings runs from October 22 - 26, then MIFED picks up in Milan on October 28 - November 1. With MIPCOM, London Screenings and MIFED all taking place in one busy month, distributors need to be judicious in terms of which events they attend and which-products they highlight.

Jon Kramer, president of Promark offered his observations: "As a distributor we attend both conferences. London is an extra market. We use it to screen films but we don't usually take meetings there. I don't set up an office. It's useful for buyers to see our product at London Screenings so that when they get to MIFED we can talk business. But honestly, if London didn't exist, I wouldn't lose any sleep. It's a very difficult time; watching costs is imperative. Going to two markets in one month is not always cost-effective. But you have to attend both events otherwise you might miss potential buyers since some attend London while others opt for Milan. The problem is that MIFED needs to get its act together. Screening facilities are not as effective as they could be and that's why London came up in the first place. There are two main issues: getting the buyers to Milan and getting the screenings required. If you attend both markets, it improves the chances of your product getting seen. It's not a situation that is in sync with the times that we are working in."

Robert Burke, vp of Worldwide Marketing for Lakeshore International had a different take. "We boast a large library of 300 titles. We bring TV films to MIPCOM and MIFED, and our theatrical releases to London Screenings. We do a lot of business at the big TV markets: MIPCOM, NATPE, MIPTV and L.A. Screenings. However we do the majority of our theatrical title selling at London Screenings. Our product is of a high enough caliber that we close many deals in London, then the business carries over into MIFED. Ultimately, London and Milan are two totally different markets. London is very expensive, however it's more organized. MIFED has had some problems. This year in particular has been difficult in terms of facilities. We tend to bring previously screened product to MIFED while we save our premieres for London. But ultimately we sell everything at MIFED both TV and theatrical depending on which buyers are there and what they want." Lakeshore plans to screen a number of films at both events.

Bernard Majani, Director of France's M6 Droit Audiovisuels, concentrates solely on MIFED even though his films are intended for theatrical distribution. "This year, we're bringing an exciting debut named Monique. The film boasts a US$6 million budget and concerns a man unhappily trapped in a traditional life with a wife and job, who falls in love with a silicon doll. Shooting has just begun so we hope to close some pre-sell deals. In addition, we have a few screenings. Pretty Things won the Ornano Award at the Deauville Film Festival. Change My Life is another property. La Verite Si Je Mens! 2, currently number one at the French box office, will also be screened."

Ray Haboush, head of International Sales at Creative Light, is making his first foray into the London Screenings' arena. "Normally we don't attend London, only Milan since we mostly distribute movies for television. However this year we're representing a theatrical title called Wet Hot American Summer and we're bringing it to London. Since it's our first time there, we're going to screen the film for two days and see how it goes. Most years we just do MIPCOM and MIFED. They are two totally different markets boasting different client bases. At MIPCOM you get more of the network TV executives while at MIFED you get more video and middlemen-type people."

When asked which market he preferred, Haboush became philosophical. "There isn't one market that is completely flawless. In my opinion MIFED will be better received this year because it's shorter. When it was ten days long it was a complete misery. Year by year it was anarchy, buyers kept leaving earlier and earlier. As a distributor you would have three good days and then it was dead. It's much healthier now that all three events, MIPCOM, MIFED and London Screenings are compressed into one month, both for the attendees and the business. Everyone will come to Mifed ready to do business."

At the beginning of October, MIFED officials brimmed with confidence and enthusiasm, touting an increase in the number of films being screened (470 as opposed to 455 in 2000) and the addition of 20 new companies from the U.S., Canada, Holland, England, Hong Kong, Germany, France, Taiwan, Italy and South Korea. They also acknowledged previous complaints about MIFED facilities and promised to address the issue by making organizational changes, adding a Buyers and VIP Lounge, providing Internet portals, and adding a screening slot at 7:30 p.m. However, in light of the events of September 11, MIFED did cancel the gala showcasing Italian cinema, and donated the allotted money to charity.