The American Film Market (AFM), once a cornerstone of the global film industry, has been facing increasing pressure from both the industry and its own participants regarding its location and future viability. For decades, AFM has been the place where film buyers, sellers, and industry professionals gathered to negotiate deals, pitch projects, and form relationships that could define the next big blockbusters. However, with its relocation to Santa Monica in 2021, the market has seen a decline in attendance and overall buzz, raising the question: should AFM return to Los Angeles to regain its former prominence?
Top sales agents, buyers, and producers who once relied on AFM as a key event in their annual calendars are speaking out about the market’s current trajectory and its place in the future of the film industry. Here’s why many argue that the American Film Market’s return to Los Angeles is critical to its survival — and why without that move, AFM might be in jeopardy of losing its relevance altogether.
The History and Prestige of AFM in Los Angeles
Before 2021, AFM was an iconic part of Los Angeles’ film landscape. Held annually at the Loews Santa Monica Beach Hotel, the event attracted thousands of film industry professionals from around the world, making it one of the largest and most influential film markets globally. It was not just a chance to see the latest films but also a key moment for networking, deal-making, and scouting new talent. The proximity to Hollywood, the heart of the entertainment industry, gave AFM an unrivaled energy and significance that could not be replicated elsewhere.
For decades, AFM’s central location in Santa Monica allowed attendees easy access to Los Angeles’ entertainment hubs, including major studios, talent agencies, and production companies. This accessibility helped foster an atmosphere of real-time collaboration, spontaneous meetings, and opportunities to engage with the Hollywood elite — a vital aspect of its appeal.
The Impact of Relocation to Santa Monica
When the AFM relocated to Santa Monica in 2021, it was primarily driven by logistics and cost-saving measures. The Santa Monica venue, which is located in a quieter, less expensive part of the Los Angeles metro area, was hoped to offer a more affordable space for the growing number rtp nusabet88 of international buyers and sellers who attended the event. However, what many sales agents and industry professionals didn’t anticipate was the loss of the event’s “Hollywood” vibe.
Top sales agents — the people who brokered some of AFM’s biggest deals — were particularly vocal about how the move to Santa Monica has diluted the event’s energy and usefulness. “The location change was more than just a shift in geography; it was a shift in the pulse of the market,” says one top sales agent who has attended AFM for over 15 years. “AFM in Santa Monica feels disconnected from the industry. It’s too far removed from Hollywood and lacks the gravitas it once had.”
In Santa Monica, the absence of the iconic Los Angeles skyline and the bustling studio atmosphere made it harder for industry players to stay in the same loop. While the market still held a significant number of meetings and screenings, many felt it lacked the same sense of urgency and high-level industry presence that AFM used to command.
A Lack of Major Buyers and Industry Insiders
One of the biggest issues with AFM’s relocation is the noticeable decrease in major buyers and Hollywood insiders who once made the market a must-attend event. Traditionally, AFM was the place to meet buyers from around the world — international distributors, studio executives, and media companies who would come to seal deals on the next big film. With fewer industry decision-makers and financiers attending the event in Santa Monica, the ability to close major deals has been severely impacted.
“It’s become harder to connect with the key players when they aren’t there,” says an executive producer who attended both the last AFM in Santa Monica and the previous editions in Los Angeles. “Without the major Hollywood studios and agencies showing up in full force, AFM loses its relevance. Buyers come to LA for a reason — to see what’s next, to be surrounded by the right people and have those spontaneous conversations.”
In addition, many producers and filmmakers have expressed frustration over the new location’s impact on the networking opportunities AFM once provided. Networking, after all, is one of the central pillars of any film market. Being in Los Angeles meant you could bump into a producer or distributor at a coffee shop, attend an impromptu meeting, or quickly pop by a studio or agency to get a deal moving. Santa Monica, despite its charm, lacks that same ease and access.
The Case for AFM to Return to LA
For top sales agents and industry professionals, the solution is clear: AFM needs to return to Los Angeles to regain its standing in the film world. Here are some of the key reasons why:
- Proximity to Hollywood’s Studios and Talent Agencies: Being located in the heart of Hollywood once gave AFM a significant advantage. Many top producers, directors, and talent agencies are based in LA, and AFM’s Los Angeles location made it easy for them to pop in and out of meetings. The proximity also allowed AFM to be more integrated into the broader Los Angeles entertainment ecosystem. Moving back would likely restore that synergy.
- Networking Opportunities: LA is the center of the global film industry, and its density of industry professionals, studios, and production companies creates a fertile environment for deal-making. The more concentrated the event is in the heart of Hollywood, the more likely it is to attract the key buyers and sellers who drive the global film market.
- Re-establishing AFM’s Prestige: AFM’s reputation as a premier film market was built on its location in Los Angeles, the quality of deals being made, and the constant flow of high-profile industry professionals. Moving the event back would help restore that sense of prestige and elevate the market to the level it once enjoyed.
- Convenience for International Attendees: While Santa Monica is an attractive tourist destination, Los Angeles offers more convenience for international buyers and film professionals arriving from abroad. With better access to transportation hubs such as LAX and central accommodations, AFM’s return to LA could make it more appealing and accessible to international attendees.
The Future of AFM: Finding a Middle Ground?
While the return to Los Angeles seems to be the favored option for many top sales agents and industry professionals, the future of AFM may require a more nuanced approach. Some have suggested a hybrid model, where certain key events are held in Los Angeles to maintain the synergy with Hollywood, while other more cost-effective aspects of the market can still take place in Santa Monica.
But whatever the solution, there is no denying that AFM’s influence and stature depend heavily on the industry’s support. Whether AFM returns to its roots in Los Angeles or continues its evolution in Santa Monica, the market must find a way to recapture the energy, importance, and networking opportunities that made it essential for film industry professionals.
Without this, AFM risks becoming just another trade event, rather than the essential business hub for film deals it once was. For the future of the American Film Market — and for the industry as a whole — the message is clear: If you want AFM to thrive, it has to come back to LA.
