Berlinale’s European Film Market: A Hollywood Assistant’s Guide to the Global Film Biz

By Greta Simolke, Acquisitions & Marketing Manager, Fortitude International

Before I moved to LA, I thought that I knew the basics of how a movie gets made: a producer finds a script, lands their cast, secures financing, shoots the film, and sells it to a studio or streamer. Seems straightforward enough? But then I started working on a side of the business that remains relatively unseen by the general public - international film sales. Through working at a sales agency, I’ve seen firsthand how international film markets are shaping what movies get made - and how Hollywood assistants and young professionals can benefit from understanding them.

The Business Behind the Business

Independent film foreign sales agents are hired to sell the distribution rights of films, television series, or other content to international buyers. At film markets, business-to-business events where films are sold and financed, an agent brings a slate of material for which they negotiate strategic territorial deals with buyers. These deals could be made up of pre-sales (meaning distribution rights are sold before the film is made) or completed film-sales. Pre-sales are often used as collateral for bank loans, helping filmmakers secure the funds needed to get their movie made. By the time a film is finished, many of its key international territories may already be sold, and what remains available will be negotiated at later markets.

But the markets go beyond business transactions. They also tend to be like one big family reunion. Like many other parts of the industry, film sales is all about relationships. These sales agents have spent months, years, and even decades building professional relationships with their buyers, who return market after market to make deals, discuss trends, and catch up. 

In February, I attended The European Film Market (EFM) in Berlin, which is my favorite market by far. It runs for nine days as part of the Berlin International Film Festival. As the first major film market of the year, it is a magnet for big players, and is seen as “a barometer for the upcoming year in film.” Berlin is a gorgeous city, and just like the festival, it has a creative and out-of-the-box energy. 

THE BIG 3: EFM vs. Cannes vs. AFM: 

Each market has its own traits, but they all revolve around the same mission: getting movies financed and sold. Here’s a breakdown of the Big 3:

European Film Market (EFM) – February – Berlin, Germany

• The first major market of the year, setting the tone for what’s to come.

• More focused on arthouse and independent films, but still has big commercial projects.

• A mix of serious business meetings and cozy reunions, thanks to long-standing industry relationships. 

Marché du Film (Cannes) – May – Cannes, France

• By far the most glamorous market, running alongside the Cannes Film Festival.

• Big-budget films, high-profile deals, and massive networking opportunities.

• The place where billion-dollar deals happen, but also where indie gems find funding.

American Film Market (AFM) – November – Santa Monica, CA

• The most U.S.-focused market, making it great for Hollywood-based professionals.

• Heavy emphasis on genre films (horror, action, thriller) that sell well internationally.

• Deals are often more straightforward, with an emphasis on completed films.

Some other notable film markets include Film London’s Production Finance Market (PFM), MIPCOM Cannes, Asia TV Forum and Market, and BANFF Media Festival.

EFM 2025 was a wild mix of buzzy films, big business moves, and major shifts in how movies are getting made and sold. But beyond the movies, EFM reflected some big industry shake-ups like AI creeping into content creation and distribution. Bottom line? The film industry is in a major state of evolution, with financing models, audience habits, and production strategies all shifting fast. 

Getting the Most Out of Your Experience 

A lot of executives in the business today started in foreign sales, simply because they learned early on how the money works. When you find yourself at a market, my advice is to stay open to new experiences. Walk around, observe, and meet as many people as you can. You might want to see movies and explore the festival portion, but the markets often have panels on financing, distribution, or international trend discussions. Take notes and ask questions! If you meet a seller or buyer and the time is right, even just asking “Why did that deal work?” or “What makes this film attractive to foreign buyers?” can teach you a ton. 

When I’m at a market, I make a point to network with other assistants, coordinators, and junior execs because they are the future decision-makers in sales, production, and acquisitions. Find out how their companies work and what projects they’re selling. Notice which genres are selling well in different territories (horror, action, etc.).

If you don’t work for a sales agency, there are still several ways to attend a market as a young professional. Look for ways to secure access, such as exploring discounted or less expensive passes for junior professionals or industry newcomers. EFM has badge options for students, freelance professionals, and accredited buyers/sales agents. Some markets offer assistant-specific or early career professional passes.

If you’re an assistant, you can also position yourself as a valuable asset to your company during the market. Explain how attending a market like EFM aligns with your company's current goals. This might include researching potential film projects, networking with buyers, sellers, and talent agencies, or gaining insights into current market dynamics that could inform future decisions.

I’ve learned that understanding the foreign sales side of the business definitely gives you an edge, whether you want to be a writer, director, producer, sales agent, or a well-rounded industry professional in general.  

Do yourself a favor and pay attention to the deals coming out of markets like EFM. And if you ever get the chance to attend a market, take it! Attending just might transform the way you see the industry and your own career path.