AFM to Host Two Festivals

By Jorge Casuso

June 23 -- In what will be a major boost to Santa Monica’s economy, the American Film Market will host two events in the city next year, one in February and another in November.

The trade show for the independent film industry -- which for 13 consecutive years has pumped millions of dollars annually into the local economy -- will then switch its traditional schedule from February to November.

Local tourism officials welcome the shift to November, traditionally a weak month for the industry.

“For the very first time, we will have two AFMs in one year,” said Debbie Lee, director of marketing for the Convention and Visitors Bureau. “We’ll have a citywide conference during our winter months. That’s the best thing that could happen to us in terms of occupancy.”

The announcement comes in the midst of negotiations between the visitors bureau and the AFM to renew the current contract, which expires next year.

While market officials have declined to confirm that a new contract is imminent, it is all but certain that the market, which is being wooed by other cities, will remain in Santa Monica.

“We fully intend to be in Santa Monica,” said Jonathan Wolf, the AFM’s executive vice president and managing director. “I just don’t want to comment on it. My only comment would be I would hope so.”

The November festival will be held in conjunction with the AFI Los Angeles International Film Festival, allowing the AFM to better serve the independent film industry, officials said.

"Over the past year, we have listened to colleagues and industry stakeholders from around the world,” said Kathy Morgan, Chairman of AFM and President of Kathy Morgan International. The decision, she added, “reflects the broad consensus of the global film community."

"As a global trade association, AFMA's role is to anticipate and serve the long-term needs of the independent film industry," said Jean Prewitt, AFM president and CEO. "The November dates enhance AFMA's ability to create new programs and services during the AFM while showcasing independent film in Hollywood in advance of the awards season."

The new collaboration will allow AFI FEST and AFM to join forces in marketing, sponsorship, scheduling, registration and a variety of other initiatives, according to the AFM Web site. “While each event will continue to be managed separately,” the Web site said, “the collaboration will result in a unified market and festival.”

"AFM and AFI FEST complement each other perfectly," said Jean Firstenberg, Director and CEO of the American Film Institute. "AFI FEST is an international festival showcasing the finest in world cinema, while the 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," Firstenberg added.

This year, the AFM boosted its attendance at the eight-day trade show by about 1 percent, with 6,827 participants, up from 6,738 in 2002.

A total of 593 buying companies registered for AFM this year, up from 588 in 2002, although the number of individuals registered as buyers fell 1.5 percent to 1,302.

Countries with big increases over last year included Switzerland (up 42 percent), Mexico (up 20 percent) and Spain (up 19 percent). Major countries showing declines from 2002 were the United Kingdom (down 20 percent) and Germany (down 13 percent).