Samuel L. Pierce Reflects on AFM 2025

Fresh off the release of his sporting drama Off The Line and now deep in post-production on his sci-fi action feature Jack Harrison: Rogue Protocol, filmmaker and studio head Samuel L. Pierce stepped into the 2025 American Film Market for the very first time. Held at the Fairmont Century Plaza, AFM is known as one of the most influential business events in global cinema, a place where distribution deals take shape, partnerships are forged, and emerging creators test their footing among seasoned industry professionals. In this exclusive interview, Pierce reflects on the preparation, the pressure, and the surprising moments that shaped his debut experience at the market.

This was your very first time attending the American Film Market. What were your initial expectations heading in?

Going into AFM, I approached it with a very intentional mindset. I knew it wasn’t the kind of event where you show up thinking purely like a director or storyteller. You really have to shift into an executive and producer mentality.

Coming off the release of Off The Line earlier this year, I felt an even stronger responsibility to think like a studio head. That film required me to balance creative decision-making with business strategy in a very real way, and that experience shaped how I prepared for AFM.

For weeks leading up to the market, I focused on preparation: researching companies, understanding their slates, learning who handles which territories, and making sure I knew every detail of my own project and numbers. AFM has a reputation for being a major hub for licensing, financing, and global distribution, and I wanted to walk in ready for any conversation.

In my mind, the whole point of attending AFM was to sharpen these abilities, the instincts, communication style, and confidence needed to execute when it matters. It was about growing as both a decision-maker and a studio head and positioning myself and Electric Shock Productions for the next level.

How did you prepare for such a major international event, especially knowing it is a hub for film licensing, financing, and distribution deals?

For me, preparing for AFM wasn’t about expecting to sign deals on the spot. It was about getting myself and my company ready for the relationships and opportunities that come after the event.

The release of Off The Line taught me the importance of long-term planning, not just making a film, but guiding it through distribution, release windows, and audience engagement. That reinforced my belief that AFM is a place where you lay groundwork: you meet the right people, you start conversations, and you get on the radar of distributors, financiers, and other professionals.

Even just walking through the Fairmont, I kept running into people I already knew or ended up making new connections in the most unexpected places. That’s part of what makes AFM unique. The relationships happen everywhere, not only in scheduled meetings.

Going in, my biggest priority was having absolute clarity about what I wanted for myself and for Electric Shock Productions. I didn’t want to be vague. I wanted to articulate our goals, identity, and what we are looking for in partnerships. That clarity made the preparation meaningful.

What were you most excited to showcase about Jack Harrison: Rogue Protocol at AFM?

Since Jack Harrison: Rogue Protocol is still in post-production, we didn’t formally showcase the film, but I was excited to introduce it to people early. AFM is all about starting the right conversations at the right time, and just getting the project on people’s radar is a huge step.

It wasn’t like Off The Line, where we were navigating a completed film heading into release. With Rogue Protocol, it was about opening doors, creating interest, and setting the stage for the next phase once our final materials are ready.

Did you go in with specific goals, such as finding distribution partners, networking, or simply observing the market dynamics?

My main goals were networking and connecting with potential distribution partners and sales agents, but I also went in wanting to deepen my understanding of how the distribution world works.

Working through the release of Off The Line showed me firsthand how complex and ever-changing distribution really is. That experience actually motivated me to attend AFM, to learn from the environment where these decisions are shaped.

There’s only so much you can learn from books or from being taught. At a certain point, you need to step directly into the environment where these conversations happen. AFM felt like that moment for me, learning by being in the middle of it.

As an independent creator and producer, how did you view AFM’s role in shaping opportunities for emerging production companies like Electric Shock Productions?

I believe AFM is as valuable as the effort you put into it. The event itself doesn’t magically create opportunities. It’s the people you connect with that make the difference. AFM creates the environment to find those people, but it’s the relationships you build within that environment that shape the future.

What was your mindset leading up to the event?

I approached AFM with a very strategic mindset. I wasn’t nervous because I had put the preparation in. It felt like stepping into a professional environment I had been training for.

Completing and releasing Off The Line helped build that confidence. I stayed focused on being clear about my goals, knowing my material, and being ready for any conversation that could move the company forward.

What was it like walking into the Fairmont Century Plaza environment for the first time?

It was honestly incredible walking into the Fairmont for the first time. You immediately feel the energy of the biggest film market in the U.S., but instead of being nervous, I found it exciting.

It reminded me a bit of stepping into production on Off The Line, overwhelming on paper but energizing once you’re in it. The environment was busy and fast-paced, but in a motivating way. I saw opportunities everywhere, not pressure.

What stood out to you most about the atmosphere and energy of the event?

The most noticeable thing was the direct, focused energy. Everyone there had a mission. It wasn’t a place where people were casually hanging around. When it was time to work, everyone showed up fully.

Every person approached the market differently, but everyone had goals they were trying to achieve. That collective drive was inspiring.

How did people respond to Jack Harrison: Rogue Protocol when you discussed it?

Out of respect for the companies and individuals we spoke with, I won’t go into specifics, but the response was very positive. People understood the vision, they saw the potential, and the early conversations were encouraging.

It felt similar to the positive reactions we experienced around Off The Line prior to its release, that sense that the project is resonating even before it’s in the world. It’s an ongoing process, but I’m excited about where these discussions are leading.

What kind of conversations did you find most valuable?

The organic ones. On my second day, I spent time in a suite and ended up meeting a group of five people. None of us knew each other before AFM, and we were all relatively young in the industry. We spent the day talking, sharing experiences, and supporting each other’s goals. It reminded me a lot of how collaboration worked on Off The Line, unexpected, natural, and incredibly meaningful. Those moments were incredibly motivating.

Did any unexpected opportunities or introductions come out of the event?

Yes, definitely. Some of the biggest wins were the ones I didn’t plan for. I walked out with more opportunities than I could have imagined, and they only continue to grow. And of course, at AFM discouraging things will happen, but if you hold your mindset and stay focused, good things come.

What surprised you most about how the film market operates behind the scenes?

The biggest surprise was how meetings are set up. The entire layout using hotel rooms and transforming them by removing beds and turning them into full business suites was something I never could have imagined. It’s a completely different world once you see how the market really functions.

How did you balance being both a creator and a producer at an event focused on the business side of cinema?

I’ve always enjoyed the business side, and I see both roles as connected. So, for me, it was simple. I just maintained my normal mindset.

The dual role was something I really grew into while making Off The Line, where I was directing, writing, acting, and managing production. That experience helped prepare me for AFM more than anything else.

What did you learn from watching how other companies pitched their projects?

I learned that there is a lot more to know and learn about. Seeing how different companies present themselves gave me a clearer understanding of how the business works at every level.

It reinforced things I learned during the Off The Line release, that presentation, clarity, and confidence are essential, whether you’re pitching a sports drama or a sci-fi action film.

As Samuel L. Pierce looks ahead to the next phase for Jack Harrison: Rogue Protocol and builds on the momentum from Off The Line, his first AFM experience stands as a defining milestone in his transition from independent filmmaker to full-fledged studio executive. 

The relationships formed, lessons learned, and insight gained have already begun to influence the future direction of Electric Shock Productions. For Pierce, AFM wasn’t just an event, it was proof that with preparation, clarity, and the right mindset, an emerging studio can step confidently into the global arena.

Samuel L. Pierce’s Off The Line can be streamed on Amazon Prime here. For more information visit: https://www.electricshockproductions.com/.