The team behind the European Film Market (EFM), the industry wing of the Berlin Film Festival, had been busy preparing for a return to an in-person event in 2022 after they were forced to put last year’s edition online due to Covid.EFM chief Dennis Ruh admits that having to move online again was always part of the backup planning, put says he had been “very confident” they would be able to return in person, right up until the rapid spread of Omicron saw them make the tough decision earlier this month.While the film festival pushes on with a physical edition, albeit under tough restrictions such as 50% cinema capacities and no parties, the EFM, with its halls of stands and numerous meetings and cocktail events, simply wasn’t feasible at the moment.It’s a kick in the teeth for Ruh, who has now seen his first two editions at the helm go virtual, but he remains upbeat about the online offering for this year and says uptake from delegates and exhibitors has been strong.
Below, we talk over the plans for 2022 and what attendees can expect.DEADLINE: How is everything shaping up? I’m assuming you and your team had been preparing with the possibility of having to move the market online again in the back of your minds?DENNIS RUH: Yes, but we were very confident [of hosting a physical edition].
We had seen high interest in an in-person EFM. By the end of 2021, we had a lot of bookings for physical spaces. Then this Omicron variant appeared.I still believe that the market and sales business will be back in a physical way.
The sales business is a people business, I am confident of being back in person in 2023. Right now, we focus on our online offering.
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