The Film Sales Process at the European Film Market

The focus in this chapter shifts to one of the key sales markets: the European Film Market (EFM) in Berlin. The main purpose is to analyse the film sales process of sales agents within sales markets. First, I analyse how sales agents position themselves within the EFM, since they work from different types of stands and offices. Second, I analyse how they make use of film screenings to introduce and promote films to distributors. In analytical terms, this chapter draws on discussions about processes of value creation within sales markets and competitive events in other fields of cultural activity. I demonstrate that sales markets exert an important influence over gatekeeping by creating social and cultural hierarchies that impact on value creation processes.