More than 120 companies from 23 countries will be first-time participants at the 2012 American Film Market, which runs Oct. 31 to Nov. 7 in Santa Monica, AFM announced on Tuesday.
The record number of new participants are part of an overall total of 1,500 representatives coming to the market this year. They represent more than 750 companies from 70 countries.
"We are seeing a shift in the way sub distributors acquire film as they steadily rely less on local distributors and more on direct acquisitions," said Jonathan Wolf, AFM's managing director and the executive vice president of the International Film and Television Alliance, which organizes the event. "We also expect a significant increase in buyers from China."
The country with the most new buyers is South Korea (25), followed by China (13), the U.S. (11), Japan (6), Turkey (6), Russia (5), France (4) and Italy (4). New companies attending include Snap TV from Argentina, Lume Filmes from Brazil, JY Entertainment from China and Mountain Pictures from South Korea.