By: Sekarini Seruni – Business Director, JAFF Market
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Film markets have long been the domain of producers, distributors, and sales agents, the traditional players of the entertainment economy. But as the boundaries between media sectors continue to blur, a new model of engagement is emerging. At JAFF Market 2025, that model comes into sharp focus. The convergence of feature film with other sectors like streaming, publishing, and social media is not an anomaly; it is the future.
Where film markets have often served as a platform for film deals, JAFF Market has evolved into a dynamic laboratory of cross-sector collaboration. It is a space where storytellers engage directly with strategists, and where filmmakers find common ground with innovators working across creative domains and with new technologies. More than sponsorships or side conversations, they are co-creative relationships that redefine the boundaries of narrative, funding, and audience experience.
Across Asia and around the world, content has become one of the most valuable currencies. For instance, fashion brands are working with leading auteurs to craft cinematic campaigns to deepen consumer connections. Tech companies are partnering with filmmakers to enhance immersive experiences through AI and analytics. The implications are clear: content is no longer confined to screens, it is embedded across industries.
JAFF Market is uniquely positioned to harness this transformation. Rooted in the values of independent cinema yet expansive in its outlook, the market has curated a space that encourages productive collisions between the creative and corporate worlds. In 2025, Amar Bank’s participation in JAFF Market symbolizes this strategic alignment between business and the creative economy. Amar Bank is at the forefront of alternative financing models tailored for the creative economy to empower creators through access to capital.
Along with Amar Bank, at JAFF Market we encourage others to tap into this momentum. JAFF Market is an open invitation to step in, collaborate, and co-create bold new storytelling experiences. By collaborating with filmmakers, transform ideas into products, experiences, and strategies that extend far beyond the screen. JAFF Market is not just a space to pitch projects ; it’s a vibrant launchpad where bold ideas are realized, and cross-sector innovation comes to life.
What makes these partnerships work is a shared commitment to storytelling where all participants are united by the power of narrative. JAFF Market was created not just for film professionals, but for anyone who believes that stories can shape both culture and commerce. That spirit of inclusivity is what drives true innovation.
Cross-sector innovation does not come without challenges. Gaps in communication, differing timelines, and complex IP negotiations can slow progress. However, JAFF Market’s curated meetings and mentorships help overcome those hurdles. By emphasizing mutual learning and shared intent, the JAFF Market is designed to foster meaningful collaboration rather than opportunistic deals.
As the creative economy continues to expand, JAFF Market is paving the way for more structured innovation. Expect to see cross-sector incubators, co-financing labs, and knowledge-sharing networks that bring film closer to innovation-driven sectors and beyond. The goal is not to dilute cinematic expression but to empower it, ensuring stories find new life, new formats, and new audiences.
The real magic of JAFF Market lies in its capacity to surprise. It is the unexpected encounter between creative minds from different fields that sparks new forms of innovation. When creators and corporations collide with respect, curiosity, and vision, the result is more than a deal. It becomes a new blueprint for how industries can shape culture together.
JAFF Market is more than the evolution of the film industry. It embodies the future of the content economy, where every brand can become a narrative partner and every story can inspire innovation.