From November 5 to 10, the 45th American Film Market (AFM) was held in Las Vegas. Under the guidance of the National Film Administration, the China Film Group’s China Film Co-production Corporation established the "China Film Joint Pavilion" at the event.
The pavilion showcased recent achievements in Chinese cinema, promoted outstanding domestic films, and facilitated exchanges and cooperation in the film industry between China and other countries, supporting the global distribution of Chinese films.
The American Film Market is one of the world's most significant film trading events, bringing together thousands of industry professionals from over 80 countries for six days of rights transactions, film screenings, and forums.
This is the second year the "China Film Joint Pavilion" has participated in AFM. A delegation of 55 top Chinese film organizations attended, including China Film Co., Huaxia Film Distribution Co., Shanghai Film Group, Pearl River Film Group, Bona Film Group, and the Beijing International Film Festival.
Many institutions played dual roles as both "buyers" and "sellers," evaluating overseas projects and recommending Chinese films to global peers.
The "China Film Joint Pavilion" featured 201 film projects, including works showcasing Chinese culture and aesthetics, such as The Legend of the Condor Heroes: Great Heroes, Only Green, The Snake: Floating Life, and The Smiling, Proud Wanderer. Reality-themed films such as Moving Forward, Good Job!, Good Stuff, and Nightlife in Changsha were also exhibited, along with animated films and documentaries like Lisbon Maru Sinking and The Great Journey, some of which have performed well in the Chinese market, while others are highly anticipated releases.
A representative of a participating company noted, "The global film industry faces new challenges and opportunities, making communication essential. Attending AFM with the ‘China Film Joint Pavilion’ allows us to establish stable, comprehensive channels of cooperation with international partners, fostering the integration of Chinese and global cinema."
The showcased Chinese films garnered considerable interest from overseas industry professionals. Lisbon Maru Sinking, China’s entry for the 97th Academy Awards, recently premiered in several UK cities, drawing media and public attention worldwide. Additionally, The Volunteers: To the End, released during the National Day holiday, achieved a box office of $112 million in its first week, enhancing international interest in the Chinese market.
The strong re-release performance of the Harry Potter series in China further boosted confidence among global partners in the market’s potential.
Even before the official opening of AFM, several Chinese exhibitors received inquiries from overseas companies and arranged meetings at the pavilion. On the first day, initial agreements were reached for multiple film projects regarding rights sales and cross-border collaboration.
The China Film Joint Pavilion saw a continuous flow of international colleagues interested in learning more about the Chinese film market, development achievements, and industry policies.
The representatives of Chinese exhibitors used the opportunity for direct exchanges with global professionals.
A spokesperson for the China Film Co-production Corporation said, "Our participation in the AFM with the ‘China Film Joint Pavilion’ highlights the vibrancy and diversity of Chinese cinema. It furthers foreign trade in domestic films, connects with high-quality international resources, and builds a bridge for Sino-foreign cultural exchange."
Moving forward, the "China Film Joint Pavilion" will continue to provide international collaboration channels for Chinese films and organizations, supporting Chinese cinema on the global stage.
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