```html New Genre-Focused Film Market to Launch Alongside FilmQuest Festival in 2026

Provo, Utah – A new film market dedicated to genre cinema is set to debut in 2026, running concurrently with the established FilmQuest Festival. The FilmQuest Market is the brainchild of Jonathan Martin, founder and director of FilmQuest, and Jon Fitzgerald, a seasoned festival director, filmmaker, and Slamdance co-founder. The pair aim to create a unique platform catering specifically to genre projects, offering both business opportunities and educational resources.

Aiming for a Different Market Experience

“I think we could do something very different,” Martin stated. “We don’t want this to just be another AFM or just mimicking everybody else. What can we bring that adds value to the industry and to the market space? Obviously, there’s business-to-business, but how do we actually educate, inform, get people excited about coming to a marketplace again?”

The concept builds upon the success of film festivals with attached markets. “When we look at it, most successful markets have a film festival attached to it and that kind of experience, so that’s some of what we were looking at,” Martin explained.

Education as a Differentiator

Fitzgerald, drawing on his experience overseeing film markets such as Abu Dhabi, Slamdance, and the American Film Conference, believes that the FilmQuest Market's emphasis on education will be a key differentiator.

“People are standing up in the back and staying around for questions and introductions,” Fitzgerald notes. “They want to learn. Even if people know the basics – they can read an article and figure out what distribution means, and they know who A24 and Neon are – they don’t know about alternative distribution. They don’t know that there are a zillion opportunities to take charge of their release. They don’t know who the players are, and because genre is such a hot topic and fan base that’s evergreen, people will come.”

Expert Analysis: The Evolving Film Market Landscape

Dr. Emily Carter, a film business professor at UCLA, commented on the evolving film market landscape. "The traditional film market model is facing increasing pressure from streaming services and direct-to-consumer distribution," Dr. Carter explains. "A niche market like FilmQuest Market, focusing on genre films and providing educational resources, could offer a valuable alternative for independent filmmakers seeking to navigate this complex environment." She added that the success hinges on attracting key buyers and distributors interested in genre content.

Building on FilmQuest's Foundation

FilmQuest, launched in 2014, recently concluded its latest edition. The festival's programming included professional sessions under the "Camp Cthulhu" banner, covering topics such as casting, stunt performance, screenwriting, and alternative distribution, taught by Fitzgerald himself.

“It was partially an experiment to say, ‘Okay, how does this flow work if I put this many labs and workshops as a part of the festival?’ I’m learning little bits and bobs how to now make this a part of a market, but different,” Martin said.

A Focus on Practical Tools and Resources

Fitzgerald envisions the market as a place where filmmakers can gain access to practical tools and resources. “They can do market screenings, just like they do in Cannes, for filmmakers who may not have been invited to the festival, but still want to screen their film. We can have a whole bunch of materials and resources. I’m a big fan of providing filmmakers with toolkits and curriculum to help advance their careers.”

Martin also sees the educational aspect benefiting distributors and sales agents. "Not every single one of these people is a filmmaker. They don’t know all the films that are out there. They might have their finger on the pulse and know some of them, but they might not be as aware of the trends that maybe a film festival is, because we’re getting a couple thousand submissions. We’re seeing certain things before others are seeing them. So how can we apply that to the market? The impetus of what we want to do is, ‘How can we improve the industry through a market?'”

Historical Context: The Rise of Genre Cinema

The focus on genre cinema reflects a broader trend in the entertainment industry. Historically relegated to the fringes, genres like horror, science fiction, and fantasy have gained mainstream acceptance and commercial success in recent years. This shift is driven by factors such as the rise of passionate online communities, the increasing sophistication of genre storytelling, and the willingness of studios to invest in genre projects with strong audience appeal.

Looking Ahead to 2026

The organizers are committed to launching the market in 2026 and refining it based on feedback and experience. They are also open to potentially expanding beyond genre filmmakers in the future.

“Even if it’s not in its full glory, there’s enough that we can do in our first year to introduce it, and it’ll just grow,” Fitzgerald stated.

City Support and Economic Impact

The FilmQuest Market has the backing of the City of Provo, which is experiencing a period of growth with new hotels and venues being developed downtown. The organizers are eager to contribute to the local economy.

The Spirit of Independent Filmmaking

Fitzgerald emphasizes the importance of film festivals in nurturing emerging talent. “We all know Hollywood’s broken, but we also know film festivals are the lifeblood of emerging talent,” he said, citing examples like Wes Anderson, Christopher Nolan, and the Russo brothers who emerged from the festival circuit.

Martin hopes to infuse the market with the same free-spirited atmosphere that defines FilmQuest. “We want the free and cool rock n’ roll spirit of FilmQuest to translate to the market experience, where films and the business of films and filmmaking is fun again,” he said. “Where the market itself feels like the film camp community of FilmQuest, and is a place people don’t want to leave and look forward to coming back to over and over again. It’s that ideology I believe we can imbue and add to the market space that will both excite and entice.” ```