’s second ‘spotlight’ industry talk Wednesday, during which she provided insights on navigating the international film market, including how regional prejudices can impact how films are sold., the debut feature from Mati Diop. The film is set in Senegal and features an all-non-white cast. Jamison said MK2 knew the film could work in English-speaking territories and strong arthouse markets but would struggle with the rest of the world.
She added that attitudes in the market have improved, particularly following the success of Barry Jenkins’ 2016 best picture-winnerall of a sudden you have a film that’s gonna be all non-white, and a distributor is like, ‘oh cool,’ and that just didn’t happen beforeJamison also highlighted that Asian films now fare much better on the international market, a shift she credited to the success of Bong Joon-ho’s“You could always sell in the U.S.
“When we first launched it, it was just after Black Lives Matter, and I was like this movie is super white,” she said. “It’s also younger-skewing and there isn’t necessarily a strong political message. I’ve always got a feeling, but I was nervous too, so I was never gonna be like this is a slam dunk even once we saw the film.”
At the tale end of the keynote, Jamison was prompted for her assessment of the industry’s future, and she concluded that she is “very optimistic,” but the level of competition and the falling rates of moviegoing attendance is creating an environment where the quality of films must be strong to attract an audience.
“You need really strong propositions to get people out there,” she said. “And films that are a little bit weak, that have some soft spots, are having a harder time than ever before. Be that for sales and also for theatrically.”
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