AFM Set To Return To L.A. For 2025 Edition; Location Revealed
The American Film Market is set to return to Los Angeles this year following a poorly received 2024 edition in Las Vegas.
AFM 2025 will run November 11-16 at the Fairmont Century Plaza in Century City, next to Beverly Hills.
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“Our return to LA holds special significance in the aftermath of the recent devastating fires,” Jean M. Prewitt and Clay Epstein, the respective President/CEO and Chairperson of event organizer the Independent Film & Television Alliance, said in a statement. “It will be heartening to gather as colleagues here once again, where AFM started, and in doing so to take part in the rebuilding of the city that is a vital hub of our industry.”
Read their full announcement below.
The news is likely to be very well-received by many in the industry who struggled with the Palms Resort venue in Vegas. The Fairmont has ample space and is close to good restaurants and most of the agencies and other major film companies.
We understand the decision to return the event to L.A. has ended the possibility of a breakaway sales event in the city. As Deadline revealed late last year, a group of leading U.S. film sales companies had informed the Independent Film & Television Alliance that they wouldn’t be returning to Las Vegas in 2025 and were prepared to set up their own bespoke market and screenings event in Los Angeles if need be.
The plan seemingly sharpened the resolve of AFM organizers and the decision has been taken by the IFTA board to return the event to Los Angeles.
The move back to LA has already been greeted by many. AGC CEO Stuart Ford told us: “Jean [Prewitt, IFTA CEO] and the IFTA board certainly deserve real credit for delivering a solution that gives AFM an upscale location right in the center of town and on a multi year basis. The return of AFM is a small financial boost for the city too after the devastation of recent weeks.”
We spoke to two dozen delegates during the last AFM who were unhappy about the Palms and Vegas as a location for the market. The confab was plagued by negative reviews from delegates who complained about long lines at the Palms elevators, a bad lobby experience, poor food options, the expense and lack of atmosphere. Above all, many missed the opportunity to combine the AFM with other meetings in Los Angeles.
IFTA defended the Vegas choice to us last year, saying the Palms emerged from an extensive search across a handful of cities, ticking off boxes on accessibility, price, screening rooms and sheer availability. But they also acknowledged that a change back to L.A. might be a possibility, and so it has come to pass.
Here is the full announcement:
After an extensive evaluation of multiple venues across Los Angeles to meet the industry’s specific needs and size, the IFTA Board of Directors has selected the Fairmont Century Plaza in Century City as the new home of AFM. It is ideally situated just minutes from Beverly Hills, West Hollywood, and Westwood and next door to the AMC Century City 15 for screenings. Newly renovated, the Fairmont is a perfect blend of prestige, accessibility, amenities, and pricing consistent with recent years.
Our return to LA holds special significance in the aftermath of the recent devastating fires. It will be heartening to gather as colleagues here once again, where AFM started, and in doing so to take part in the rebuilding of the city that is a vital hub of our industry.
Over the decades, AFM has evolved from solely a transactional space into an essential event where industry leaders come together to launch the latest films and projects, assess the marketplace, share insights, and stay abreast of the rapid changes shaping our business. Your feedback has underscored the importance of AFM as a gathering space and of Los Angeles as the optimal location. The Fairmont offers the location that best responds to your call for an elegant setting that maximizes convenience and encourages productivity.
Details about exhibition opportunities, registration, and the event’s agenda will be available shortly. Thank you for your continued support of the American Film Market. Your commitment inspires our dedication to providing a platform that highlights and advances our global community of independent companies.
We eagerly anticipate welcoming you to Los Angeles.
Warm regards,
Jean M. Prewitt and Clay Epstein
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