International Film and Television Alliance Announces AFM Will Leave Santa Monica
The American Film Market® (AFM®) is set to move to a new location for its 45th edition. The Independent Film & Television Alliance® (IFTA®) and its Board of Directors announced that AFM will now be hosted at the Palms Casino Resort in Las Vegas from November 5 to 10, 2024. AFM has been held in Santa Monica for 33 years, since 1991.
Santa Monica Mayor Phil Brock said, in an emailed statement, “I hate to see AFM move to Las Vegas, but our hotels can’t compete with the pricing in Las Vegas. They know our city is ready to welcome them back with open arms. Of course, we wish them the best of luck.”
For over four decades, AFM has been a pivotal gathering for independent filmmakers and industry professionals. The IFTA press release said, “This shift to Las Vegas follows a search for the optimal venue to meet the evolving needs of AFM’s Exhibiting Sales Companies and Buyers.”
Clay Epstein, IFTA Chairperson and President of Film Mode Entertainment, explained the decision, stating, “After extensive research, discussions with the Board, and invaluable feedback from stakeholders, this move underscores our determination to evolve AFM to meet today’s industry needs. The Palms enables us to create a sophisticated platform for all our participants’ activities in one convenient location and beyond.”
Key players in production, finance, sales, and distribution, such as Arclight Films, Blue Fox Entertainment, Blacktop International, Cinema Management Group, and more, have already committed to participating in AFM24 at the Palms Casino Resort, showcasing the industry’s anticipation for this monumental shift and the continued significance of AFM to their businesses.
Jean Prewitt, IFTA President & CEO, commented: “AFM was created by the Independents and remains the Independents’ market. The industry has called for a fresh look at how the market can better serve a rapidly changing business. The Board has made a monumental decision that allows us to better serve these needs. We look forward to introducing everyone to the new AFM venue and its offerings.”