Film distribution strategies are changing with the times, according to panelists at Indonesia’s inaugural JAFF Market, with experts presenting contrasting approaches to reaching audiences.
Alternativa Film Projects, which launched in September 2023, approaches distribution through community screenings and discussions. “Film is a good starting point for change,” said Masha Shcherbakova, impact and community manager of the international non-profit organization. Their goal is to provide international recognition for filmmakers whose work can inspire social change.
“Sometimes the impact [they choose to take] after would be the reason they decide to watch a film,” Shcherbakova said, emphasizing community power in developing local film industries. She noted that viewers often find personal connections with films they watch, adding “There’s always still time […] to make the issues relevant.”
However, John Badalu, programming team member at Busan International Film Festival and producer of “Ave Maryam” and “What They Don’t Talk About When They Talk About Love,” presented a different view of Indonesian filmmakers’ reality.
“It’s a little bit too late,” Badalu said regarding filmmakers’ delayed distribution planning. “Some countries get the funding and it ensures the distribution of [more] films. If you think you want a proper distribution, you’ll need a film sales agent.” He noted that in Indonesia, cinemas typically control screen numbers and release dates.
Supporting this position, Sebastien Chesneau, founder and CEO of Dubai-based sales agent Cercamon, advocated for using film sales agents. “[Often] first time filmmakers are encouraged to do the distribution themselves. [They] should research sales agents to ease their distribution process. Once you’re ready, you’ll know who to reach. Prepare a list of the 5-6 agents you wish to work with,” he said.
The JAFF Market takes place alongside the Jogja-Netpac Asian Film Festival (JAFF) in Yogyakarta (Jogja) from Dec. 3-5.
By Felicia Melody
