Yesterday, as 1,160 registered participants started business in the European Film Market (EFM) at Berlin's CineCenter, market director Beki Probst flashed the 'Occupied' sign over the 14 screening rooms, where 360 films have been scheduled till the end of next week.
"All is set for a successful 10 days of trade, but as we all know: a market is never better than the product it reflects," said Probst, engineering the EFM for the 11th year.
Representing 100 companies from 33 countries, 51 stands have been squeezed into the CineCenter, which will house the market for one more year.
The EFM will move with the festival to the Debis Atrium at Potsdamer Platz, to inaugurate the new premises in the year 2000. "In a way, it is sad to leave the CineCenter, on the other hand it provides the challenge of creating the film market of the next century," added Probst. "A market is essentially a service structure, which should adjust to the needs of its attendants. Since I started in Berlin 11 years ago, their needs have certainly changed.
"Then they would arrive more or less unprepared for what they would find in the market. Now they have both meetings and screenings scheduled, and they are all in a rush.
"The new market place will enable us to better accommodate the participants who want large office environments, as well as update the very popular business club and service centre.
"With Berlin the capital of Germany, adding to the significance of the festival, the EFM will undoubtedly maintain its position as a leading market for quality films," Probst concluded. JRJ