The American Film Market was founded in 1981 as a way to circumvent the stranglehold of the major studios on marketing and distribution, especially in foreign markets. The answer has been to sell distribution rights directly to independent sales agents, brokers, and distributors. The marketplace also facilitates financing by bringing together filmmakers, products, and financial sources.

Held in early November, production and distribution deals for nearly $1 billion worth of films are sealed each year in all stages of development, pre-production and production. The Loews Santa Monica Beach Hotel turns into a busy market. Some 700 screenings are held at various theaters along the Santa Monica Boardwalk and in nearby hotel screening rooms. With 8,000 attendees and the largest conferences in the industry, AFM is the must-see destination for independent filmmakers and industry people alike.

Last year’s AFM lecture series included discussions on financing, launching, production, marketing and distribution. They also focused on crowdfunding, audience crowdsourcing, film festivals, and video on demand. In this article, I will focus on the launch conference and the launch sessions. Submitting your project is the initial step in getting a project off the ground, obtaining financing, assembling a production team, and marketing and selling the film to sales agents, brokers, and distributors. All of these steps require some sort of release activity. Thus, knowing and perfecting solid techniques is vital for the success of any project.

Getting your script read in Hollywood is hard. Most agents, producers, and studios will not accept unsolicited work. You have to create enough of a buzz to wake up the industry and by pitching to anyone and everyone you create awareness. In this way, you create a more refreshing conversation ability that gets you referrals, opens doors, and gets you those face-to-face meetings. Screenwriting is a very competitive profession and being able to present your script effectively puts you above the rank and file. It is estimated that the Writers Guild of America registered more than 100,000 entities and the MPPA rated 708 films in 2014. So being able to beat out the competition and mingle with AFM’s 1,670 buyers from 70 counties greatly increases your odds.

A launch conference is a good place to learn about this process. They say a good presentation can get a bad movie made and a bad presentation can leave a great project languishing on the shelf. In this conference, attendees learn the essential rules and tools of pitching from the experts. These experts included Stephanie Palmer, former MGM director of creative affairs, Tobin Armbrust, producer of “Begin Again” and Cassian Elwes, producer of “Dallas Buyers Club.”

I’ve included tips and advice provided by these experts, along with those mentioned in the articles they wrote. The goal of your pitch is to generate enough interest to attract further development or get your script read. Therefore, his speech is much like a movie trailer, providing the gist of the movie to create more engagement.

Open your presentation with some small talk that establishes common ground and builds rapport. By doing so, this can be a major factor in selling your script. It cleanses the palate and started on a clean slate with no holdovers from previous presentations. Before you begin your presentation, provide context by defining the genre of your script or give a brief outline of your story before beginning your detailed presentation. For example, this is a comedy that takes place in an all-girls boarding school outside of Boston.

Make the experience feel like they’re watching a trailer for your full movie. Releases in the comedy mode should be funny and those in the thriller genre should have moments of surprise and suspense. Use precise words to create a vivid visualization and avoid abstract themes and generalizations. Similarly, provide markers where you are in the script, such as “Moving into the second act” or “Into the final scene.” This helps the listener know where they are in the story and where the plot points and twists are located.

Use the suspense to build interest. Instead of telling the listener how the story evolves, plant the seeds for unexpected twists and surprising revelations to come. By using these setups and payouts to your advantage, you illustrate your storytelling skills; a point that is often overlooked when promoting his screenwriting skills.

Expect to be interrupted. Most meetings are conversational and interactive. So be prepared to expand your presentation and provide more details. Being too detailed and describing every scene, character, or location bogs down the process. The more you say, the less they listen. Find descriptive and action words that quickly bring the story to life. Being lively and emotional also brings your presentation to life by letting your enthusiasm shine through. Show that you believe in your project.

Using too many names also confuses the presentation. While it’s fine for main characters, it’s better to identify supporting characters by their role or descriptive identifier. Also, don’t be afraid to clarify your speech. Interact and ask if they have any questions at this point. Respond to their questions and suggestions in a positive manner. Disagreeing with them shows a lack of respect for their input. Consider their suggestions and then contact them.

In addition to the expert conference, the market also sponsors a launch session. Here, ten entrants are selected based on their submitted video and get two minutes to present their idea. Another ten are selected from the audience and from these two groups the judges select a winner. A modest cash prize is awarded to the winner along with industry awareness.

These launch sessions are not for the faint of heart. Criticism tends to be on the caustic side of the constructive. If it’s boring, chances are you’ll hear that evaluation. You’ll also hear questions about casting, budget, and marketability. Be prepared with answers and comparisons to other images with similar budgets that have done well.

In addition to pitch sessions, there are plenty of opportunities to present your script or project to market attendees, people like producers, production companies, distributors, and sales agents. These people and their contact information are listed in the marketplace catalog. You can also mingle with these people in the hotel’s grand lobby or at the screenings, events and parties that take place during the market.

What you learn in this market will help you improve your throwing skills. The networking possibilities are endless and provide ample opportunities to connect. Also, thank-you notes, inquiry letters, and follow-up meetings will help strengthen these relationships. Submitting proposals at other venues, such as film festivals, writers’ conferences, and performance festivals, should also be considered. Links to these events are available online. Every time you do a pitching session, you learn what gets people’s attention. You become better at describing and promoting your movie.

Also, if you keep practicing your trade, it won’t be a strikeout, but a home run.