Wait (long) and see (short): the new attitude for MIFED.

The 62nd MIFED Cinema and Television International Multimedia Market has been pushed back from its usual October date following MIP-COM and the London Screenings to November 5-10. In conflict over booking of the fairgrounds, ITMA, a world-famous textile exhibition hosted by the Milan Fair every twelve years, bumped MIFED back by two weeks. While MIFED's regular attendees will be little affected by the change, it may harm the informal, non-bureaucratic London Screenings.

Gregory Cascante, president and CEO of Kushner-Locke International and August Entertainment, seemed undisturbed by the move: "In our case, we're just going to do a little bit of traveling. Since we'll be in Europe already, we'll take that two week waiting period, do some follow-up business, and it will give us an opportunity to spend a little more time on a territory that needs my attention. After all, it's only a one-year inconvenience." Stan Wertlieb, VPS Films' International Sales and Acquisitions exec, took a different position: "The London Screenings are great, but I'll probably have to blow them off this year because MIFED's been pushed back. In my case, I'll more than likely go to MIPCOM, then come back to my office and then go back to Europe for MIFED." Live Entertainment's VP of Family Entertainment and VP of Production and Acquisition Rick Michelle isn't sure what he'll do.

Everyone is excited about the Kids Screen division of MIFED, which will be held in Como-Villa Erba (Lake Como). Kids Screen is an annual meeting dedicated to children's fiction. It is an occasion to exchange international information regarding products for children, the driving force behind production, distribution and culture. Three event sections will be held from November 4-7. The first consists of a two-part meeting organized by the European Children's Film Association: "The Production of Kids' Movies," intended to bridge cultural and commercial interests; and "Media Education: New Technology and the Importance of Cinema in the Cultural and Social Growth of Young People." The second event is a European "Shop Window" of award-winning children's films, which will include an assessment of their impact on children. The third event is a showcase of movies specifically for children and young people connected with MIFED. Buyers and sellers who typically don't attend MIFED because their target demographic is children will be attracted by Kids Screen and by Interactive Media '95, also located on the fairgrounds.

Interactive Media '95 will showcase movie games on CD-ROM and the development of on-line multimedia networks, which are currently the talk of the globe and are generating new opportunities for cinema and television. In addition, the Interactive Gallery "will provide the most immediate way to enter into direct contact with the actual production and understand the technical, creative and commercial problems characterizing the market," said Gualtiero Carraro, director of MIFED. There will also be interactive screenings and an all-day interactive convention on November 8. Lorraine Yglesias, New Media exec for G.E.L., "is looking forward to this MIFED in particular because the technology is moving so fast. Since G.E.L. launched the New Technology Division during the past AFM, it's important for us to know what's on the cutting edge of the business. Our new division is handling the sales and presentation of our game products as we would our feature company; and since our core business continues to be feature film distribution in the theatrical, video and television markets, we think that's the way to go."

Registration is well underway for the 62nd MIFED. As of August, approximately 240 exhibiting companies had already registered, marking an increase from last year of 17 companies. One noticeable trend is the increase in American companies by approximately 50 per cent over last year. In addition, many American companies have requested larger offices than they had in 1994. "The quality of the screening rooms has been largely improved due to new investments. There will be 27 screening rooms, 18 of which will be equipped with Dolby sound systems," said Elena Lloyd, product manager of MIFED.

Euro-Aim will also have a presence at MIFED, once again acting as an umbrella organization for the independent European producers and organizing business-oriented seminars.