In Los Angeles, AFMA & AFI Combine Fall Festival and Market Plans
by Brian Brooks
AFMA announced this week that the American Film Market (AFM) will move to November beginning next year. Additionally, the organization will team with the annual AFI Los Angeles International Film Festival (AFI Fest) to co-promote and present their annual events. The move will no doubt challenge the annual MIFED, an important annual European film market.
Currently AFM, one of the world's largest film markets, traditionally runs in late February. Notably in 2004, AFM attendees will have a chance to visit the market twice, with the event taking place in it usual pre-spring slot (February 25-March 3) and again in its new late autumn time (November 3-10). In 2005, AFM will be held November 29 and in 2006, from November 18.
The two fall events, which will continue to be managed separately, will cooperate in marketing, sponsorship, scheduling, registration, and other areas, to build a "unified market and festival," according to the announcement.
"AFM and AFI Fest complement each other perfectly," said Jean Firstenberg, director and CEO of the American Film Institute in an announcement. "AFI FEST is an international festival showcasing the finest in world cinema, while AFM is an international film market well-known for its dynamic business environment. A collaboration between these leading cultural and commercial organizations demonstrates unity to the world film community while creating an exceptional global film event for the people of Los Angeles."
AFMA, formerly known as the American Film Marketing Association, is the trade association representing independent producers and distributors of motion pictures and television programming worldwide. Founded in 1981, the American Film Market has grown into the largest motion picture film market, with more than $500 million in film production and distribution deals. More than 7,000 industry execs from 70 countries attend the eight-day event screening more than 400 films, the majority world or U.S. premieres.