13/11/2003

It was a good market, with objective growth resulting in all the figures and indicators that confirm the success of an event directly related to the audiovisual industry. The 70/mo Mifed will close tomorrow with undeniable figures listed in black and white: 5163 participants from 71 countries, with an increase of 15.8% over the 4457 participants from last year. There was also a 12% increase of visitors from Eastern Europe and +10% from Asian nations.
244 direct and indirect exhibitors from 25 countries covered an 8541 square meter exhibition area. There was also an increase in the total number of companies present: 1760 (+6.2%). There was accompanied by an increase in buyers, which leapt to 1936, marking a 19.9% increase over the 1614 of the last edition. 485 titles were presented, compared to the 187 in 2002, for a total of 810 showings (+8.4%). The market previews should increase 11%.

Beyond the official information fueling every conversation, every sector journal, every private meeting is, however, the hard comparison that awaits next year’s Mifed, when it is set to be held from October 31 –November 4, overlapping the American Film Market (Los Angeles, Santa Monica) that, in addition to its spring edition, wants to double up in autumn. A declaration of war that was first dealt with here: Mifed director Carlo Bassi waited until the last day to tell the press about a strategy of economic incentives and financial programs to benefit the companies willing to choose the Milanese stage for the future, and for buyers who will come here to seek the titles needed to boost their listings for next season.
The offer (a 20% discount for the best customers who register before next February) starts off with a 2003 price block and is undoubtedly destined to attract a number of the undecided who have not yet announced their intentions. It is easy to predict that the Americans will rally with similar counter-offers and that in the end the beneficiaries will be the customers and sector publications, which will be flooded with rival advertising.

“To tell the truth,” comments Bassi, “all this seems so unreasonable, and I’m sure that we could be spending the money expected to be invested in this competition for the overall good of the industry. Furthermore, in 2005 we will be opening the new Mifed pavilion with 30 brand new theaters. So the shake-up of this confrontation bothers us only to a certain point. All of this makes me think that it is still time to reason and propose strategic agreements to other markets in order to facilitate our clients’ work and offer better services. The dates are not the most important factor.”
A holy alliance with Berlin, Cannes, and AFM itself? It sounds like science fiction, but may be a proposal that will find unexpected consensus. Especially now that Mifed is about to enter into a new corporation made up of Fiera Milano S.p.A., Cinecittà Holding, Biennale di Venezia, and is therefore counting on benefits and synergies that are not available to its adversaries. We should know more in February 2004.