Indonesian Cinema Spotlight: JAFF Market’s Strategic Return for Its Second Edition!

The Jogja-Netpac Asian Film Festival (JAFF) is excitedly preparing for the upcoming JAFF Market, set to take place at the Jogja Expo Center in Yogyakarta.

Following its first successful edition in 2024, which attracted 6,700 attendees from 19 countries, showcased 151 exhibition booths, and facilitated 63 business deals worth approximately IDR36 billion ($2.2 million), the JAFF Market is returning. This event is a significant part of the festival’s celebration of its 20th anniversary as a premier film festival in the Asia Pacific region.

“JAFF Market originated from JAFF’s dedication to promoting Asian independent cinema,” explained Ifa Isfansyah, the festival’s director. “With this initiative, we aim to create a professional platform that addresses current needs, supporting Indonesian narratives to flourish and gain international recognition.”

The second installment of JAFF Market will continue to feature its six foundational programs aimed at energizing the entire creative spectrum: JAFF Future Project for nurturing new projects, Content Market for displaying intellectual properties and facilitating business matches, Talent Day for mentoring up-and-coming talents, Film & Market Conference for industry discussions, Market Screening for exclusive viewings for buyers, and Film Lab for developmental workshops on projects.

The 2025 iteration will screen 12 films over three days in the JAFF Future Project, focusing on entries from the Asia-Pacific region that incorporate Indonesian elements. The Content Market will highlight 10 intellectual properties that are ripe for adaptation, while Talent Day will continue its engagement with significant industry entities, building on previous collaborations like the one with Netflix.

Film Lab will accept five projects at the development stage that are keen on exploring international co-production opportunities, specifically aiming at directors who are working on their first or second feature films. The Film & Market Conference will partner once more with APROFI (Indonesian Film Producers Association) to explore various themes ranging from talent development and creativity to financing, innovation, and regulations.

Giring Ganesha, the Vice Minister of Culture, commented, “The government views JAFF Market as a crucial ally in fostering sustainable growth within the film sector. This platform not only unites various industry stakeholders but also establishes the groundwork for vital cross-sector collaboration, positioning Indonesian cinema as a significant cultural and economic force in the region.”

Despite increasing interest, Indonesian cinema continues to face structural hurdles. As of May 2025, cinema admissions stood at 35 million—just 44% of the total admissions in 2024, which exceeded 80 million. Moreover, with merely over 2,200 screens across the country, the industry struggles with distribution and the monetization of intellectual properties.

“Our objective with JAFF Market is to act as a catalyst for growth throughout the national film landscape, from the generation of ideas and talent development to distribution strategies and establishing long-term partnerships,” stated Linda Gozali, market director of JAFF Market. “We aim to connect Indonesian content with tangible opportunities both locally and globally.”

Success stories from JAFF Market 2024 include Reza Rahadian’s feature “Pangku,” which was selected for HAF Goes to Cannes at Marché du Film 2025. Additionally, three intellectual properties, “Bandits of Batavia,” “Jitu,” and “Locust,” had successful pitches at the IP Pitching Forum in Cannes.

The momentum for 2025 is already building, with over 50% of the exhibition booths booked and sponsor interest on the rise. The event is strategically timed at the conclusion of Southeast Asia’s industry market season.

Sponsored by Amar Bank, JAFF Market 2025 will take place from November 29 to December 1. Submissions for most programs open on July 15 and close on September 10, with Content Market submissions ending on August 15. The full JAFF festival will run from November 29 through December 6.