Last year’s inaugural JAFF Market served as an experiment, Indonesia’s first film market testing whether the local industry was ready for such a platform. According to organizers, the answer was a resounding “yes.”
“We are humbled and grateful for the overwhelming response and engagement from so many different stakeholders in the film industry, and we realize that JAFF Market is exactly the platform needed for the industry to come together, share information and gain new insights, conduct business, and expand the dialogue about the future of film in Indonesia and the rest of the world,” said Linda Gozali, JAFF Market Director.
For the second year, the organizers welcomed Amar Bank as a sponsor. “From the first year, we worked to sort out some shortcomings and get a sponsor from the financial sector, Amar Bank, to join us in our efforts to be able to provide better infrastructure to the market, and to maintain the elements of welcoming warmth of the Indonesian film industry and community,” says Gozali.
JAFF Market does not position itself as a rival to established regional platforms such as Busan’s Asian Project Market, Hong Kong’s Filmart, Singapore International Film Festival’s Market Initiative, Q Cinema’s Project Lab in the Philippines, and Taiwan’s TCCF.
“JAFF Market does not aim to compete, but to cooperate with each other’s efforts,” says JAFF Market Advisor Yulia Evina Barra. “We will partner with ACFM in Busan, Adelaide Film Festival, TIFFCOM in Tokyo, KOFIC in South Korea, FINAS in Malaysia, Asian Film Alliance Network, CNC in France and others to build more bridges and bonds to complement and learn from them.”
“Although JAFF Market is a newcomer, we still have a very strong local market that is growing rapidly and has an appetite for connection, collaboration and new talent. Therefore, we believe that JAFF Market will be an entry point for Indonesia to work more closely within the local ecosystem and connect international interests to the local market,” added Barra. “Just as Busan has grown with the rise of Korean films, JAFF Market would like to play a part in the growth of Indonesian films into the world.”
JAFF Market Advisor Lorna Tee identifies systemic challenges across the region. “While Southeast Asia is a vibrant and diverse theater both geographically and culturally, brimming with exciting talent across all sectors, there are still fundamental gaps in knowledge, ecosystems and the industry as a whole that can be lacking in areas such as talent development, financing, legal affairs, marketing and distribution, audience development, critical discourse on film, and policies to protect and strengthen the film industry,” Tee said.
“Although institutional support is inconsistent as governments in the region have different interests and agendas, we hope to see regional stakeholders come together during the JAFF Market and work on cooperating rather than competing within the region, as it is a large market with over 700 million people, a large proportion of young people, and efforts to build connections will expand the footprint of films and filmmakers,” Tee added.
Gozali points out that the pattern is changing in this year’s entries. “We’re seeing more family films, animation, thrillers, and new directors infusing their films with humor and comedy as the film industry looks for ways to attract new audiences and engage with sociopolitical themes that are gaining attention locally and perhaps globally,” she says. “Producers understand the need to be proactive and shape audience appetites rather than cater to the same tired theater companies, but there is work to be done to persuade investors, exhibitors and talent to pave the way for new genres and voices. And JAFF Market wants to deliver more programs and events that allow producers to move in that direction.”
In the second edition, we have refined our approach to deal-closing. “We are inviting and involving a more diverse group of international players with an interest in Indonesia. This will create more new international presence, as it is important not only to reach new audiences, but also to open up new possibilities in partnership and deal-making,” says Bala.
“We have designed more personalized meetings for attendees, guests and exhibitors. Our Content Market, Project Market, Talent Lab, Market Conference and Plaza Stage are all configured to cater to different segments of the film industry. “We have introduced new partnerships to present awards and provide additional opportunities to engage with national and international partners, while using JAFF Market not only as a platform for trading, but also for promotion and greater engagement with the media and the industry as a whole,” she added.
Tee stresses that producers need to arrive properly prepared. “Many producers who are inexperienced in the market come in expecting a premise or proposal to close the deal, but without a clear understanding of the value of the project in the market, including financing, sales, distribution, and festivals, they end up wasting their time,” she says. “Producers need to not only imagine what the movie will look like, but also understand the package the market wants.”
In navigating budget pressures and funding volatility, Gozali sees the market as a connector. “JAFF Market keeps pace with every change in the global industry by connecting the vibrant Indonesian film industry with each other and the world,” she says. “There are ample resources in the market for the right projects and people. JAFF Market’s programs are designed to help shape the right projects for the right audiences.”
“JAFF Market is working closely with various government agencies in Indonesia and abroad to increase the understanding of government agencies and organizations tasked with supporting the film industry, but ultimately, policies must consider long-term and sustainable infrastructure for all programs and support mechanisms must not be ad hoc,” Gozali added. “We also work with businesses, financial institutions and high-net-worth individuals to bring new perspectives on finance. And we’re not just producing films, but focusing on how they can reach local and global audiences through as many distribution channels as possible.”
Bala believes that Yogyakarta’s atmosphere is an asset. “Jogja offers a casual, artistic landscape that allows you to conduct business in a less hectic manner,” she says. “The JAFF Festival has built up a strong following over the past 20 years, and we will continue to cherish the appeal of participating in this festival.”
Gozali believes the second year’s increase in attendance is a vote of confidence. “In our second year, we have seen an increase in both the number of exhibitors, the number of accreditation and the number of media attendees, as well as an increase in inquiries from various sectors participating in the JAFF Market. And we are excited not just to see an increase in numbers, but to see the confidence of the film industry through enthusiasm, participation and contribution,” she says. “We cannot envision a long-term vision without long-term support from industry and authorities who can bring together domestic and international, business and community, and bridge the gaps that exist in the industry so that JAFF Market becomes a solid platform for film and other businesses.”
Barra explains the obstacles ahead. “The biggest challenges in the market stem from the lack of long-term institutional support, a year-round experienced and competent dedicated team, and the ability to engage with all the various national and international stakeholders to encapsulate as many aspects of the film ecosystem as possible,” she says. “The JAFF Market management team recognizes areas where we can further develop and enhance our effectiveness to ensure everyone gets the most out of their time here, making it a practical, challenging and fun platform for all partners, sponsors, exhibitors, filmmakers, producers, talent and media. We are working around the clock with our dedicated team to ensure the best possible experience for everyone.”
Tea emphasizes steady development while recognizing geographic constraints. “As a film market, we can only develop in parallel with the growth and potential of our industry and the cities in which it is located,” she says. “Yogyakarta does not have easy access to international flights or international connections, so the hurdles remain high in attracting international industry. We are still taking small steps to fine-tune the role and positioning of JAFF Market, and we are focusing more on building a strong foundation for JAFF Market in parallel with the festival.”
For now, the market is still focused on movies. “I have to admit that we haven’t explored anything other than film yet, but it’s definitely a welcome addition to JAFF Market’s future programming,” Tee says.
JAFF Market will be held in parallel with the 20th Jogja Netpac Asian Film Festival (JAFF).
