Event: American Film Market (AFM)
Date: November 1-8, 2017
From November 1-8, 2017, Santa Monica welcomed more than 7,500 global film leaders at the 27th annual American Film Market (AFM), the world’s largest motion picture business event.
During the eight-day conference, producers, distributors, sales agents, directors and key members of the worldwide motion picture and television industry from 80 countries convened for screenings, deal-making, panels, networking and parties. More than 90 percent of the world’s films are financed, produced and/or distributed by AFM participants.
Known as “Hollywood by the Beach,” Santa Monica is an ideal location to screen films with a plethora of theaters and movie history all located within the city’s 8.3 square miles. Some of the world’s most iconic films, such as Forrest Gump, Father of the Bride and Get Shorty have scenes filmed in Santa Monica, making the city a natural setting for attendees to connect the world from script to screen.
[Planner's Perspective: Jonathan Wolf Discusses the American Film Market in Santa Monica]
Unlike a film festival, AFM is a marketplace where production and distribution deals are closed in 200,000 square feet of exhibition space. Loews Santa Monica Beach Hotel transformed from a hotel with guest rooms into a bustling marketplace for a conference where more than 300 films were screened over the course of eight days.
During AFM, Loews Santa Monica Beach Hotel converted hotel ballroom space into screening rooms while theaters throughout the city including AMC Santa Monica, ArcLight, Broadway Cineplex, Laemmle Monica Film Center and Ocean Screening Room also hosted AFM attendees, giving buyers the opportunity to view screenings in ideal environments across the AFM campus.
To further help AFM guests experience the best of Los Angeles’ beachside city, Santa Monica Travel & Tourism partnered with local businesses to provide AFM attendees with an authentic experience during their visit. All AFM participants received access to 55 special offers and discounts on local attractions, tours, shopping, dining and spa activities with their badge. This allowed attendees to maximize their time in Santa Monica and combine business with pleasure.
The impact of AFM on the local community is not to be overlooked. During the duration of AFM, event attendees filled local hotel rooms, restaurants, theaters and retail outlets throughout the duration of the conference, infusing an estimated $20 million in spending into the local Santa Monica economy.
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