Show summary Hide summary
- AFM House: a new Los Angeles venue for the market
- Innovation Hub: tech, AI and Cannes Next partnership
- The Cinemas Club: a forum for theatrical exhibition
- When and how the AFM House will operate
- Voices from the industry about the new space
- Who should attend and what they’ll find
- How The AFM House ties into the “New Global Screen Economy”
The American Film Market is expanding its Los Angeles footprint with a new destination designed for tech, business and film leaders. Located steps from the Fairmont Century Plaza, The AFM House will serve as a hub for innovation, conversation and deal-making during the market week.
AFM House: a new Los Angeles venue for the market
The Independent Film & Television Alliance (IFTA) announced a dedicated AFM location across from the Fairmont Century Plaza. The site adds roughly 15,000 square feet of indoor and outdoor space to the market campus. Organizers say the venue is intended as a lively meeting place for filmmakers, distributors, exhibitors, investors and technology companies.
Nas slams music industry over disrespect: teases new music, vows to address it
1992 vocal performances: 3 jaw-dropping moments that still amaze
Innovation Hub: tech, AI and Cannes Next partnership
The centerpiece of The AFM House will be an Innovation Hub. It is presented in partnership with Cannes Next, the Marché du Film’s innovation program. The hub will spotlight AI startups, established tech firms and forward-looking content creators.
What the Hub will bring
- Demonstrations from AI-driven content and tooling firms
- Panels on business models reshaping film and TV
- Networking between entrepreneurs, buyers and investors
AFM framed the collaboration with Cannes Next as a way to extend innovation-focused programming beyond Europe. The two organizations expect the partnership to deepen ties across the global screen economy.
The Cinemas Club: a forum for theatrical exhibition
The AFM House will also host The Cinemas Club, an events strand co-created by the Marché du Film and Cine Group. Launched earlier at Cannes, this series centers on the future of the cinema experience.
Topics and participants
- Exhibitors and theatre owners discussing audience engagement
- Distributors and producers exploring programming strategies
- Industry experts debating technology’s role in exhibition
The Cinemas Club aims to produce curated conversations about how theatrical exhibition can evolve and remain vital.
When and how the AFM House will operate
The larger American Film Market is scheduled for early November at the Fairmont Century Plaza. The AFM House will be open during the market’s core days to host talks, networking and a dedicated marketplace. Programming will include fireside chats, presentations and a showcase of companies and services driving change in film and TV.
- AFM Market dates: Nov. 10–15
- AFM House open: Nov. 11–14
Voices from the industry about the new space
IFTA leadership described the new venue as a place to connect ideas with commercial opportunity. Jackie Brenneman, IFTA’s president and CEO, emphasized collaboration and innovation as core to the market’s mission. She framed The AFM House as a space to test emerging business models and form partnerships.
Guillaume Esmiol of the Marché du Film said the Cannes programs are designed to address big shifts in the sector. He welcomed the chance to move these initiatives beyond Cannes and link them with the U.S. marketplace.
Julien Marcel, president of Cine Group, noted that bringing The Cinemas Club to Los Angeles follows a successful debut at Cannes. He highlighted the need for a broader slate of films and new ways to engage audiences in theatres.
Who should attend and what they’ll find
The AFM House is aimed at a cross-section of the entertainment ecosystem. Expected attendees include:
- Independent filmmakers and producers
- Technology startups and established vendors
- Distributors, buyers and sales agents
- Cinema owners and exhibition executives
- Investors and global brands interested in screen content
Attendees can expect a mix of short demos, expert panels and networking that blends creative and commercial conversations. The marketplace concept is built to highlight the tools and partners transforming how film and TV are made, sold and shown.
How The AFM House ties into the “New Global Screen Economy”
This year’s market theme highlights a shifting international landscape for screen content. The AFM House will aim to embody that theme by bringing together global players and showcasing technologies that affect production, distribution and exhibition.
Programming will spotlight models that cross borders, blend formats and use technology to reach audiences. The venue is being positioned as part showcase, part incubator, and part meeting ground for the market’s evolving priorities.
