JAFF Organizers on Building Indonesia’s First Film Market: ‘An Appetite for Connection, Collaboration and New Talents’

Last year’s first JAFF Market was an experiment to see if Indonesia’s film industry was ready for a platform like this. The organizers said the response was very positive.

Linda Gozali, the director of JAFF Market, said, “We were really impressed by how many people from different parts of the film industry got involved.

 It showed that JAFF Market is a great place for everyone in the industry to meet, share ideas, do business and talk about the future of film in Indonesia and other places.”

For the second year, they got Amar Bank as a sponsor.

 Gozali said, “We tried to fix some things from the first year, got a sponsor from the finance sector, Amar Bank, and kept the friendly and warm feel of the Indonesian film community.”

JAFF Market isn’t trying to be a competitor to bigger film markets like Busan’s Asian Project Market, Hong Kong’s FilMart, Singapore’s film festival market, QCinema’s project labs in the Philippines and Taiwan’s TCCF.

Yulia Evina Bhara, a JAFF Market advisor, said, “We don’t want to compete, but we want to work with other film markets and help each other.

 We are working with Busan’s ACFM, Adelaide Film Festival, Tokyo’s TIFFCOM, Korea’s KOFIC, Malaysia’s FINAS, Asian Film Alliance Network, France’s CNC and more to build more connections and learn from each other.”

Bhara added, “JAFF Market is new but Indonesia has a strong growing film industry with a lot of talent.

 We believe JAFF Market can help Indonesia connect better with the local film community and bring more international attention to local films. Like Busan helped with Korean cinema, JAFF Market wants to help Indonesian cinema grow on the world stage.”

Lorna Tee, another advisor, said there are still some big issues in the region.

 “Southeast Asia is very diverse and full of talent across all areas of film, but there are big gaps in knowledge, the industry and overall support. Things like talent development, financing, legal support, marketing, distribution, building an audience, and policy for the film industry are still missing.”

Tee continued, “Government support varies across the region, but we hope JAFF Market can bring people together to work together instead of against each other.

 With over 700 million people, especially a lot of young people, connecting through JAFF Market could help grow the reach of films and filmmakers.”.

Gozali notices that the kinds of films being submitted this year are changing. "We're seeing a trend toward more family-friendly movies, animated films, thrillers, and new filmmakers adding more humor and comedy into their work. The industry is trying to attract new audiences and talk about important social and political issues in the region and maybe around the world too," she explains. "Producers understand the need to be ahead of the trend and shape what audiences want instead of just following old ideas. But there's still a lot of work to do to bring in new types of films and new voices. We need to convince investors, exhibitors, and talents. JAFF Market also wants to create more programs and events to help producers in that direction."

The second edition of JAFF Market has improved how it connects people. "

We're inviting more diverse international players who are interested in Indonesia. This helps us reach new audiences and new possibilities for partnerships and deals," Bhara says.

"We have made meetings more personalized for our participants, guests, and exhibitors.

 Our content market, project market, talent labs, market conferences, and plaza stage are all set up to help different parts of the film industry. We also brought on new partners to present awards and give more chances to work with local and international partners. JAFF Market serves as both a place for making deals and for promotion and engaging with the media and the whole industry," she adds.

Tee says that producers need to be well-prepared.

 "Many new producers come expecting to make deals with just a basic idea or proposal, but without knowing the real value of their projects in the market, whether it's for money, sales, distribution, or festivals. That would be a waste of time," she says. "Producers must understand what the market needs and not just what they imagine the film to be."

When it comes to budget and finance problems, Gozali sees JAFF Market as a connection. "

JAFF Market moves with the changes in the global film industry by linking the vibrant Indonesian film industry with others around the world," she says. "There is enough support in the market, but it's for the right projects and talents. Our programs at JAFF Market aim to help shape the right projects for the right audience."

"Gozali also says that JAFF Market is working closely with government agencies in Indonesia and abroad to better understand how they can support the film industry.

 But ultimately, policies must focus on long-term and sustainable infrastructure for all programs, not just temporary support. We are also working with corporations, finance groups, and high-net-worth individuals to bring new ideas on financing. We are also focusing on making sure films reach audiences both locally and globally through as many distribution channels as possible," she adds.

Bhara credits Yogyakarta's environment as a big plus.

 "Yogyakarta offers a relaxed and artistic setting where business can happen without rushing," she says. "JAFF Festival has built a strong following over the past 20 years, and the appeal of being part of the festival is something we will keep."

Gozali sees the increase in attendance as a sign of trust.

 "The second year has seen more exhibitors, more people with accreditation, more media attendance, and more interest from different sectors to take part in JAFF Market. We are excited not just to see numbers go up, but to see the trust and support from the film industry. We can only plan for the future if we have long-term support from the industry and authorities. We need to connect the national and international, corporate and community, and cover all the gaps in the industry so that JAFF Market becomes a strong platform for film business and more," she says.

Bhara talks about the challenges ahead.

 "The biggest challenges are the lack of long-term institutional support, a consistent team with experience and skills, and the ability to engage with all the different people involved, both locally and globally, to cover all aspects of the film industry," she says. "We know where we can improve and have a dedicated team working hard to make JAFF Market a practical, rewarding, and fun place for all our partners, sponsors, exhibitors, filmmakers, producers, talents, and the media. We're working around the clock to ensure the best experience for everyone."

Tee acknowledges the difficulties of being in Yogyakarta but says the market is still growing. "

As a film market, we can only grow along with the growth of the industry and the city where it's located," she says. "Yogyakarta doesn't have easy access to international flights and connections, so it's a challenge for attracting international industry. We're still taking small steps to improve the role and position of JAFF Market. We're focusing more on building a solid foundation for JAFF Market alongside the festival."

For now, the market is focused on films. "

We must admit that we haven't explored much beyond films, but we would definitely welcome the chance to expand our programs in the future," Tee says.

The JAFF Market takes place alongside the 20th Jogja-Netpac Asian Film Festival (JAFF).