American Film Market

What American Film Market does

The American Film Market (AFM) is an annual film acquisition, development, financing, and networking marketplace held each November in Los Angeles at the Fairmont Century Plaza, with screenings at AMC Century City 15. Founded in 1981 and produced by the Independent Film & Television Alliance (IFTA)—a nonprofit mutual benefit corporation registered in California—AFM is positioned as 'the only sales market produced by Independents, for the industry.' The event serves producers, sales agents, accredited film buyers, financiers, distributors, film commissions, and increasingly AI and technology companies, drawing 7,000+ industry professionals from 80+ countries (83 countries at AFM25) and showcasing 1,000+ new films and projects, with hundreds of millions of dollars in distribution and financing deals generated annually.

AFM's core products are organised under a single annual event with sub-programmes: The AFM Sessions (a 30+ panel conference across two stages), LocationEXPO (film commissions and production services), the Innovation Hub (AI and emerging technology showcase launched in 2025 in collaboration with Marché du Film), AFM Screenings (premiere screenings at AMC Century City 15), the Buyer & IFTA Members Lounge, and the Umbrella Exhibit Program for regional organisations. Supporting services include The Film Catalogue subscription database and Cinando industry database integration. The technology stack is primarily an event-management platform with an online registration portal (powered by Ungerboeck), a mobile app (AFM26 App), and screening scheduling tools—no proprietary AI or marketplace technology is disclosed.

The business model is event-driven with multi-stream revenue. AFM earns from attendee badge sales across seven tiers ($345–$1,495), accredited buyer badges ($495–$695), exhibitor space rentals (offices, suites, tables, plus Innovation Hub booths at $8,500–$14,000), conference session presentations ($4,500–$8,500), screening fees, a $99 on-demand Sessions Replay Pass, and a tiered sponsorship programme (presenting, media, premiere, official). Early-bird discounts run through late September, with IFTA member discounts on exhibitor and promotional fees. The company is privately held by IFTA, with 11–50 permanent employees expanded to 100+ during event production.

Name

American Film Market

Legal name

Independent Film & Television Alliance

Website

https://americanfilmmarket.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

American Film Market (AFM) is an annual independent film acquisition, financing, and distribution marketplace held each November in Los Angeles, serving producers, sales agents, buyers, financiers, and distributors from 80+ countries and operated by the nonprofit Independent Film & Television Alliance (IFTA).

Ownership category

akta.pro rank

Product category

Film Industry Trade Events / Independent Film Marketplace

NAICS

Motion Picture and Video Distribution (51212)

SIC

Services-Allied To Motion Picture Distribution (7829), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Industry Trade Shows & Expos (MPAGAGAA)

Keywords

• Film industry marketplace
• Independent film sales
• International film distribution
• Film rights trading
• Entertainment trade events

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Attendee Badge Sales: Revenue from selling attendee badges at various tiers (One Day $345 to Platinum $1,295), with discounts for early registration and premium packages including conference sessions access.
2. Buyer Badge Sales: Revenue from accredited buyer badges ($495-$695), with dedicated lounge access and buyer package benefits.
3. Exhibitor Space Rental: Revenue from renting exhibition space including private offices, suites, and meeting tables at the Fairmont Century Plaza. IFTA members receive discounts and additional benefits.
4. Innovation Hub Exhibition: Booth rentals for AI and technology companies in the Innovation Hub (64 sq. ft. booth for $8,500 or 120 sq. ft. booth for $14,000).
5. AFM Sessions: Conference sessions with presentation packages (90-minute sessions for $8,500, 45-minute sessions for $4,500). Replay passes for on-demand access available for $99.
6. Film Screenings: Screening fees for exhibitors and attendees to present films at AMC Century City 15 theaters. Exhibitors receive 15% discount.
7. Sponsorships and Partnerships: Partnership and sponsorship opportunities at various tiers including presenting sponsors, media sponsors, premiere sponsors, and official sponsors. IFTA members receive 15% discount on promotional opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The American Film Market is an annual B2B trade event where independent film producers, international sales agents, distributors, financiers, buyers, and service providers screen films, negotiate distribution rights, and conduct pre-sales across all rights categories and territories. The market runs over six days each November at a single Los Angeles venue and is paired with bundled conference programming (AFM Sessions), curated showcases (Innovation Hub, LocationEXPO), and supporting digital databases (The Film Catalogue, Cinando) for year-round deal flow.

Product overview

American Film Market (AFM) is a single, unified marketplace event — the premier film acquisition, development, financing, and networking event in the independent film industry. The core offering consists of the annual AFM event held in Los Angeles each November, supported by several integrated programs: The AFM Sessions (conference programming with 30+ industry talks), LocationEXPO (film commissions and production services exhibition), Innovation Hub (AI and technology showcase), and AFM Screenings (premiere screenings at AMC Century City 15). Additional services include the Buyer & IFTA Members Lounge for networking, the Umbrella Exhibit Program for regional organizations, and subscription partnerships with The Film Catalogue and Cinando. The AFM26 App provides mobile access for attendees.

Differentiator

Problem solved

Functional benefit

Brands

• The AFM Sessions: A dynamic conference program delivering insights from executives, creators, and dealmakers shaping the industry.
• LocationEXPO
• Innovation Hub

Products and services

• American Film Market (AFM) — Annual Trade Show A six-day annual B2B trade event held each November in Los Angeles (currently Fairmont Century Plaza), serving as the global marketplace where independent film producers, sales agents, distributors, financiers, and buyers screen completed films and negotiate territorial and rights-based distribution deals across all media.
• AFM Sessions (Conference Program) A bundled multi-track conference programming stream running concurrently with the AFM trade show, featuring panels, keynotes, and professional development sessions on independent film financing, distribution, sales, technology, and legal/regulatory issues. Sold as part of attendee badge and standalone session passes.
• LocationEXPO A co-located exhibition and programming track dedicated to filming locations, production incentives, film commissions, and production services — serving as the marketplace for producers scouting locations and film commissions/promotion boards seeking production investment.
• Innovation Hub A curated showcase inside AFM dedicated to emerging technologies and innovation in film financing and distribution — including NFT, crypto, and alternative-finance mechanisms — for producers, sales agents, and financiers evaluating next-generation deal structures.
• AFM Screenings The core screening infrastructure of AFM — physical screening rooms where completed and in-progress films are exhibited to qualified buyers as part of attendee access, schedule-managed via the official mobile app.
• Umbrella Exhibit Program An exhibitor package within AFM that allows smaller sales-agent and producer companies to share booth space under a shared banner, providing cost-effective physical presence for companies that would otherwise not afford a standalone booth.
• AFM Official Mobile App (AFM26 App) The official mobile application for AFM attendees, providing event schedules, screening schedules, exhibitor directory and maps, news/content updates, and on-site navigation for the current market edition.

Quantifiable outcome

• Hundreds of millions of dollars in distribution and financing deals close each year at AFM
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• United for BusinesscoreGTM or Marketing PartnerOfficial Airline Partner providing reduced airfare, special equipment rates, VIP airport services, and dedicated 24/7 support designed for the entertainment industry.
• WrapbookflagshipGTM or Marketing PartnerPresenting Sponsor for The AFM Sessions 2025. Wrapbook provides payroll services for film productions and has partnered with IFTA for the How to Film Finance Webinar Series.
• IMDbProflagshipGTM or Marketing PartnerPresenting Sponsor for The AFM Sessions 2025. IMDbPro provides industry professionals with entertainment data and tools for film tracking and analysis.
• FilmhubflagshipGTM or Marketing PartnerPresenting Sponsor for The AFM Sessions 2025. Filmhub provides distribution and fulfillment services for independent filmmakers.
• Flip-CreativeflagshipGTM or Marketing PartnerPresenting Sponsor for The AFM Sessions 2025. Flip-Creative is a creative agency serving the entertainment industry.
• Hollywood ReportercoreGTM or Marketing PartnerMedia Sponsor providing editorial coverage and content promotion for AFM to their entertainment industry audience.
• Screen InternationalcoreGTM or Marketing PartnerMedia Sponsor providing editorial coverage of AFM events and industry news to their global film industry readership.
• VarietycoreGTM or Marketing PartnerMedia Sponsor providing editorial coverage of AFM with promotional content reaching entertainment industry professionals.
• DeadlinecoreGTM or Marketing PartnerMedia Sponsor covering AFM events and providing news coverage to entertainment industry professionals.
• CinecittàminorGTM or Marketing PartnerPremiere Sponsor showcasing Italian film production facilities and services at AFM.
• ITA-Italian Trade AgencyminorGTM or Marketing PartnerPremiere Sponsor promoting Italian film industry and production services internationally.
• CinandocoreTechnology or IntegrationOfficial Sponsor and industry database platform. Exhibitors and select badge holders receive 1-year subscriptions to Cinando for film and company discovery.
• Marché du FilmflagshipStrategic or Co-development PartnerCollaboration partner for the Innovation Hub and AI programming at AFM 2025. The Marché du Film is the film market of the Cannes Film Festival.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Hong Kong International Film & TV Market (FILMART): Asia's leading film and TV content marketplace, comparable in format to AFM but anchored in Hong Kong with a strong Asia-Pacific buyer and seller base. It overlaps with AFM's international sales activity while serving a different regional center of gravity.
• Asia Television Forum & Market (ATF): Singapore-based content market covering television and digital content for the Asia-Pacific region. Comparable to AFM in marketplace format but differentiated by regional scope and a stronger TV/digital content mix versus AFM's film focus.
• Ventana Sur: Buenos Aires-based Latin American film market organized with Marché du Film and INCAA. It serves the same buyers and sales agents as AFM but is focused on Latin American content and co-production, making it a complementary regional peer.

Emerging players

• Sunny Side of the Doc: A specialist international marketplace for documentary film and TV projects. Comparable to AFM as a curated marketplace connecting producers with buyers and financiers, but narrower in genre scope.
• Industry@Tallinn & Baltic Event (Tallinn Black Nights Film Festival): Industry program within the Tallinn Black Nights Film Festival including a co-production market and script competition. Operates on a smaller scale than AFM but provides comparable matchmaking for independent producers and financiers in the Baltic/Nordic region.

Broad incumbents

• Toronto International Film Festival (TIFF): TIFF includes an industry program with marketplace elements (TIFF Industry, Buyers' Club) supporting deal-making around festival titles. It is a broader incumbent than AFM but intersects directly on independent and international film acquisition activity.
• Sundance Film Festival: The largest US independent film festival, with an industry program that includes deal-making and acquisition activity similar to AFM. While Sundance is broader (festival plus labs plus market), it overlaps with AFM on independent film financing, distribution, and project discovery.

Direct peers

• European Film Market (EFM / Berlinale): Berlin's EFM is a major international film market running alongside the Berlinale, targeting the same buyer and exhibitor community as AFM. It is one of the three anchor independent-film marketplaces globally (with AFM and Marché du Film).
• Marché du Film (Cannes Film Market): The film market held alongside the Cannes Film Festival is the closest direct competitor and even a collaboration partner with AFM (on the Innovation Hub). Both serve the same international buyers and sellers of independent film and project the same annual marketplace format.
• CineMart (International Film Festival Rotterdam): Rotterdam's CineMart is one of the world's first co-production markets for independent film, providing the same project-financing and acquisition matchmaking as AFM, though with a stronger co-production focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AFMOfficial
• YouTubeyoutube.com/@AmericanFilmMarket1981
• Facebookfacebook.com/AmericanFilmMarket
• LinkedInlinkedin.com/company/american-film-market
• Instagraminstagram.com/americanfilmmarket

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Film Market