A substantial revenue generator, flim market moves to November
The American Film Market, which brings in millions of dollars in revenue for local businesses, will come to Santa Monica twice next year.
After 2004, the popular trade show for independent films, which has traditionally been held each February, will be held only in November.
But where it will be held is still up in the air.
AFM’s contract with local hotels and theaters expires in 2004 and officials on Monday were tight-lipped about its future. Contracts are normally renewed every five years.
“My intention is to be in Santa Monica for the foreseeable future,” said Jonathan Wolf, managing director of AFM and executive vice president of the trade association that sponsors the event. “Beyond that, I’m not going to comment.”
“My intention is to be in Santa Monica for the foreseeable future. Beyond that, I’m not going to comment.” — — JONATHAN WOLF Managing director, American Film Market
Wolf said the new November date allows AFM to coincide with the American Film Institute’s L.A. International Film Festival, held each year in Hollywood.
“It will be commerce at the beach during the day and the celebration of film in Hollywood at night,” he said, adding that the new date puts AFM in advance of the awards season.
AFM is geared towards the business side of independent filmmaking, though two or three dozen films are screened to the general public when deal makers want the reaction of a real, live audience, Wolf said.
Local merchants, who’ve grown accustomed to the 7,000-plus industry professionals the event attracts, had mixed reactions to the event being moved to November.
“We liked to have them here in February because it’s not our busiest season,” said John Warfel, chairman of the board for the Bayside District Corp., a non-profit organization that manages downtown with the city. “But we’re glad to have them here any time.”
Of more concern, said Warfel, is whether or not AFM will return to Santa Monica after its contract expires. AFM goers raise about $300,000 in hotel bed tax revenue for the city and spend another $2 million in local shops and restaurants, according to tourism officials.
Kathleen Rawson, Bayside’s executive director, said AFM is especially good for local businesses because visitors stay almost exclusively in Santa Monica, relying on taxis and shuttles to take them from their hotel rooms to screens on the Third Street Promenade.
More than 400 movies are screened each year at AFM. All 24 screens on the Promenade are used during the 10-day event, with an average of five shown each hour.
AFM reserves rooms from a handful of local hotels, including Loews Hotel, where trade show officials take over the entire building, removing beds and dressers and bringing in office furniture for the event.
John Thacker, Loews general manager, said that although there are usually more tourists staying in Santa Monica in November, there are less group bookings. That means bottom line revenue may actually be higher because of the change, he said.
“We do well and it’s great for the city,” he said. “It brings a lot of international people in and exposes them to the city — and it’s a cultural event.
“It’s good for the restaurants. It’s good for the city coffers. It’s a great economic engine.”
“It’s good for the restaurants. It’s good for the city coffers. It’s a great economic engine.” — — JOHN THACKER General manager, Loews Hotel
Originally published in the Santa Monica Daily Press print edition on June 24, 2003. Read the original PDF.