European Film Market Chief on Shielding Sales Agents as They Face Challenges: ‘I’m Really Mindful of Their Cost Sensitivity’

variety.com:

Leo Barraclough International Features Editor In May, the Berlin Film Festival appointed Tanja Meissner as director of Berlinale Pro*, a role that includes leading the European Film Market as well as overseeing Berlinale Co-Production Market, Berlinale Talents, its program for young filmmakers, and the World Cinema Fund.

Meissner, a German-French citizen, has more than 25 years of experience in the film industry, including working at leading sales agencies Celluloid Dreams, from 2000 to 2007, and Memento Films, from 2007 to 2021.

Running the EFM is particularly challenging as its core clients, the sales agents, are under increasing economic pressure. “The sales agents are still a very important link in the value chain for independent films, and if the market narrows down too much, it’s beneficial to no one,” Meissner tells Variety. “So, I’m really mindful of their cost sensitivity.

We kept the prices at the same level as last year because we want to respond to the challenges that they are facing.” She adds: “Our role is to provide a hyper efficient infrastructure for them and remain affordable.” As well as being a trading platform, the EFM offers other opportunities to attendees, the foremost of them is the chance to network. “Networking is a powerful tool that I wanted to enhance at EFM,” she says. “I think mingling is essential.” These opportunities include the Breakfast Club, the Happy Innovation Hour, a Dine and Shine dinning event with Berlinale Talents, and a mixer for festival programmers.