JAFF Organizers on Constructing Indonesia’s Inaugural Film Market: ‘A Desire for Networking, Partnership, and Emerging Artists’

Last year, the first-ever JAFF Market in Indonesia acted as a trial to determine whether the nations film industry was ready for a dedicated marketplace. The response, organizers say, was overwhelmingly positive. The engagement from diverse industry stakeholders confirmed that JAFF Market is a vital hub for sharing insights, conducting business, and exploring the future of Indonesian cinema, states Linda Gozali, JAFF Market director.

For its second edition, JAFF Market secured Amar Bank as a sponsor, addressing some logistical challenges from the inaugural year. Partnering with a finance sector sponsor like Amar Bank allows us to enhance infrastructure while preserving the welcoming spirit of the Indonesian film community, Gozali adds.

The market does not aim to compete with established regional platforms such as Busans Asian Project Market or Hong Kongs FilMart. Instead, it seeks collaboration. We cooperate with international festivals and film agencies to build bridges, complementing existing initiatives, says Yulia Evina Bhara, JAFF Market advisor. She highlights that Indonesias growing local market offers a fertile environment for connecting domestic talent with global opportunities.

Lorna Tee, another advisor, notes ongoing regional challenges. Southeast Asia has immense talent, but gaps remain in financing, legal support, marketing, distribution, and audience engagement. JAFF Market encourages collaboration rather than competition across the regions 700 million-strong audience, she explains.

Gozali observes evolving trends in this years submissions. We see more family films, animation, thrillers, and comedies from new directors, reflecting efforts to attract broader audiences and address topical social and political themes, she says. The market aims to help producers innovate while guiding investors, exhibitors, and talents toward new genres and narratives.

Year two also refined deal-making strategies. Bhara notes, We engaged more international participants and personalized meetings to create new opportunities for partnerships and deals. Our content market, project market, talent labs, and stage programs are all structured to serve different sectors of the industry.

Tee emphasizes that producers must come prepared. Markets require a clear understanding of a projects value in financing, sales, distribution, and festival circuits. Success depends on packaging a project effectively, not just presenting an idea, she explains.

JAFF Market also serves as a connector amid global industry changes. We link Indonesias film ecosystem with international opportunities, helping shape projects that resonate with the right audiences, Gozali says. The market works with government agencies, financial institutions, and high-net-worth individuals to support long-term infrastructure and wider distribution channels.

Bhara praises Yogyakarta as a supportive setting. The citys artistic environment allows business to happen calmly, and the festivals 20-year reputation adds appeal, she remarks. Year twos increased attendance reflects growing industry trust. The rise in exhibitors, media, and participation shows faith in JAFF Market as a platform for both business and collaboration, Gozali notes.

Looking ahead, Bhara identifies the main challenges: securing sustained institutional support, maintaining a dedicated team year-round, and engaging all stakeholders to capture the full film ecosystem. We are committed to enhancing JAFF Market as a practical, rewarding, and enjoyable platform for everyone involved, she says.

Tee highlights geographical constraints. Yogyakartas limited international connectivity remains a hurdle, but our focus is on building a strong foundation in tandem with the festivals growth. While currently film-centric, the market may expand to other media in the future, she adds.

The JAFF Market continues to run alongside the 20th Jogja-Netpac Asian Film Festival, reinforcing its role as Indonesias emerging film business hub.

Analysis: JAFF Market's Growth and Future Prospects

JAFF Market’s second edition in Indonesia has solidified its position as a crucial hub for the nation’s burgeoning film industry. The market has quickly established itself as a vital platform, fostering collaboration rather than competition with other regional initiatives. Its strategic partnerships and support from Amar Bank have addressed logistical challenges, ensuring smoother operations compared to the first year.

The growth of the Indonesian film industry is reflected in the evolving trends seen at this year’s market. A noticeable shift toward family films, animation, and social commentary suggests a broader effort to attract diverse audiences. The focus on new genres and fresh narratives indicates the market’s potential to help Indonesian cinema gain international recognition and appeal.

Despite its successes, challenges remain. Southeast Asia’s film industry faces gaps in financing, distribution, and marketing, all of which the JAFF Market aims to tackle through its collaborative approach. The lack of international connectivity in Yogyakarta, where the event is held, remains a logistical barrier, but the market’s integration with the Jogja-Netpac Asian Film Festival continues to lend it credibility and attract more participants.

Looking forward, securing sustained institutional support and maintaining a dedicated team are pivotal for the market’s future success. The market’s evolution as a platform for business, networking, and creative exchange signals Indonesia’s growing role on the global film stage.

Sources:

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