AFM OPTS TO STAY IN SANTA MONICA

Dec 9, 2011 by Peggy Clifford

As it turns out, the American Film Market (AFM®), the principal event of the Independent Film & Television Alliance® (IFTA®), will not move to downtown Los Angeles, but will remain in Santa Monica through 2017, IFTA leadership announced today.

A new agreement keeps the AFM at the Loews Santa Monica Beach Hotel, its home since 1991, with additional exhibition space continuing at JW Marriott’s Le Merigot Beach Hotel and with conferences continuing at the Fairmont Miramar Hotel & Bungalows.

IFTA Chairman Paul Hertzberg said, “We tirelessly explored every option to ensure the AFM would have the best long-term home. We look forward to many more successful Markets with the beach as our backdrop.”

IFTA President-CEO Jean Prewitt added, “Our stated goal from the start of this process has been to provide the best environment, resources and value for the world’s buyers and sellers and, after long and careful deliberations, we believe remaining in Santa Monica will achieve all of those goals.”

“In Santa Monica, the AFM will have access to a new 12-screen multiplex, a 2,000-plus seat world class venue for red-carpet premieres, more hotel rooms, light rail transportation to Los Angeles and Hollywood, and even a spectacular new park across from the Loews.” IFTA EVP and AFM Managing Director Jonathan Wolf said. “We are thrilled that everyone in the city came together to make this happen.”

AMC’s new Santa Monica cinema complex with 12 screens, and an IMAX theater, is expected to open in late 2014 or early 2015.

Currently being renovated and expanded, the Santa Monica Civic Auditorium should reopen in late 2014. It will provide AFM with a ideal setting for red-carpet premieres, and will have a removable seating system that can accommodate more than 2,000 or create an open space for large events.

·At least 700 hotel rooms will be added to the downtown area, including mid-priced hotels from Marriott and Hampton Inn.

A Metro light rail line, with a western terminus at Fourth Street and Colorado Avenue, a five-minute walk from Loews, will connect Santa Monica to Los Angeles and Hollywood. It is expected to begin running in 2015.

Confirmed dates for AFM in Santa Monica are: October 31 – November 7, 2012, November 6 – 13, 2013, November 5 – 12, 2014, November 4 – 11, 2015, November 2 – 9, 2016, November 1 – 8, 2017.

Santa Monica Convention and Visitors Bureau research estimates that the AFM will contribute more than $100 million to the local economy over the next six years.

8,000 leaders in the independent motion picture production and distribution industry converge annually in Santa Monica at the AFM for eight days of deal-making, screenings, conferences, premieres, networking and parties. Participants come from more than 70 countries and include acquisition and development executives, agents, attorneys, directors, distributors, festival directors, financiers, film commissioners, producers, writers, the press and all those who provide services to the motion picture industry.

Founded in 1981, the AFM became the global marketplace where Hollywood’s decision-makers and trendsetters all gather under one roof. Unlike a film festival, the AFM is a marketplace where production and distribution deals are closed. In just eight days, more than $800 million in deals will be made – on both completed films and those in every stage of development and production,-

The AFM is produced by the Independent Film & Television Alliance, the trade association representing the world’s producers and distributors of independent motion pictures and television programs. For more information go to www.IFTA-online.org.