This year has been a year of changes at the American Film Market for both organizers and Canadians. For starters, the eight-day confab has moved from its usual slot in the spring to November, making this the second AFM of 2004. What’s more, organizers have also linked arms with the AFI Los Angeles International Film Festival in the hope that both events – now promoted as a combination consumer and industry event – will come to dominate North American sales and the back half of the calendar year, perhaps stealing some thunder from the TIFF.

Meanwhile, there has been a changing of the guard among Canadians at AFM. Alain Dudoit has taken over for the film-friendly Colin Robertson as consul general in L.A., and will make one of his first formal appearances to the industry during AFM, even as the consulate hands control of the Canadian presence at the market back to Telefilm Canada.

‘This is a transitional year for us,’ notes Telefilm’s globe-trotting organizer-at-large Lise Corriveau.

Telefilm used to shepherd Canadians through AFM but stopped when attendance dropped in the 1990s, passing the job to the consulate. With AFM making a comeback (and no longer a ‘market of last resort,’ in the words of one diplomat) the biggest parts of the job have been handed back.

AFM runs Nov. 3-10 at Le Merigot and the Santa Monica Beach Hotels and is drawing 104 Canadian companies, including 13 exhibitors and 17 buyers – on par with last year, according to Corriveau. Three hundred exhibitors and 7000 people are expected in total, flying in from Hong Kong, India, the U.K. and elsewhere.

Corriveau says the market looks strong, despite fears that the doubling up would hurt attendance. ‘People say, ‘Oh, there’s two in one year.’ But for us it’s two different fiscal years so it’s not a problem. The scheduling is a little tighter though because of MIPCOM. It’s too close.’

The newly positioned AFM comes just a few weeks after the Cannes confab and the schedule would have been tighter still if Mifed still ran in November. The Milan market, apparently scared off by the new AFM, has moved from its usual November spot to August, joining forces along the way with the Venice International Film Festival.

Organizers had expected to see a 10% drop in attendance this month over the spring, but instead are heading towards a 3% jump, says AFM managing director Jonathan Wolf.

‘We didn’t think it would happen so quick,’ he says. ‘We’re surprised by the response.’

Wolf believes that AFM’s new festival element will be a boon to Canadian films, noting that art and narrow-market films will benefit from added attention from both buyers and the public. Canuck films in the fest include The Far Side of the Moon, The Take and the National Film Board short Ryan.

‘If you’re selected for the film festival and the market you’ll get that extra marketing oomph,’ says Wolf. ‘Not to knock the [Toronto] film fest, but if you’re not on the screen, you’re not there.’

-www.afma.com