Execs have long debated the necessity for having both the youthful London and the mature Milan market (MIFED) next to one another and some see their attendance as little more than an obligation.

This year, and despite global events, attendance at London Screenings was only marginally below the average but attendees are continually frustrated by the confusing tri-party organisation - whoever has the monopoly.

The key London antagonists are: New Line, Summit, Myriad, Capitol and Intermedia but more are expected to admit to the same frustrations.

The London Screenings began in the late 1980s when a group of leading sellers became increasingly frustrated with the complacency of Mifed's parent body, Fiera Milano. While screening facilities in Milan fell into decline, London's West End boasted some of the most up-to-date in Europe.

Furthermore, most US executives invariably had to stop in London's Heathrow Airport on the way to Milan, so the opportunity to show their pictures in a plush, well equipped screening room en route made fitting logic.

Since then, the pre-Mifed screenings, have developed into London Screenings and London Premiere Screenings, occupying the week of October 23 -27. Despite competition from the American Film Marketing Association, who staged a rival market in 1992, London has stolen ground from both the US and Milan, given that most major titles are premiered and often sold ahead of MIFED but it remains the only UK film market.

What counts against London is the price of attending a market at which the same films will be available in Milan and of course, London prices. What would encourage these execs to view London as a prime and healthy market would be a stronger link between the wealthy and globally respected London Film Festival and the market itself.

Visiting execs and talent alike are often baffled at the de-centralised nature of the fest and its temporal proximity to the market, especially with the ever enduring, seemingly unstoppable force of the Raindance indie fest, which coincides strategically with the market.

The breakaway group is now looking to MIFED to offer better deals across the board and to further improve their screening facilities, which many believe to be inferior, in order to suffocate London.