The American Film Market is expanding its scope with the launch of a new Los Angeles venue called The AFM House that will be site of its Innovation Hub.
The Independent Film & Television Alliance (IFTA), that produces the AFM, on Wed, announced the new venue located across from the Fairmont Century Plaza. The AFM House adds 15,000 square feet of indoor and outdoor space to the market’s campus, “creating a dynamic gathering place for innovators, entrepreneurs, filmmakers, creators, cinema owners, distributors, investors and global brands to explore the ideas, technologies and business models shaping the future of the global screen economy,” IFTA said in a statement.
The AFM House’s current centerpiece is the Innovation Hub, presented in collaboration with Cannes Next, the Marché du Film’s innovation program, launched in 2025. This year’s Hub will feature AI startups, leading tech companies, and forward-looking content. “The collaboration between the two markets underscores a shared commitment to championing innovation, fostering opportunities, and strengthening connections across the global film ecosystem,” according to the statement.
Additionally, the AFM’s new venue will feature The Cinemas Club event co-created by the Marché du Film and Cine Group that comprises a speaker series focused on the future of theatrical cinema. Introduced at the Cannes 2026 Marché du Film. The Cinemas Club brings together cinema exhibitors, theatre owners, distributors, producers and industry experts “for curated discussions on the future of theatrical exhibition, audience engagement and the evolving cinema experience,” the statement noted.
