By Daily Press staff
The American Film Market returns home to Santa Monica for its eight-day international film marketplace and trade show. The show will be in town from Feb. 25 through March 3, 2004, and for the first time in the convention’s history, the marketplace coincides with the Academy Awards, which are scheduled for Feb. 29, 2004. The AFM will also move to an additional calendar slot of Nov. 3 through Nov. 10, 2004.
The extra time slot and Academy Awards timing are expected to bring increased attendance, and therefore increased revenue, to Santa Monica as it welcomes more than 7,000 entertainment industry professionals from more than 70 countries. This city-wide event takes place at the Loews Santa Monica Beach Hotel, which has been AFM headquarters for the past 14 years.
For this event, nearly all the guest rooms at the Loews, and additional rooms at Le Merigot, a JW Marriot Beach Hotel & Spa, are converted into office and meeting space for production companies to conduct business, which generates more than $500 million in film production and distribution deals.
With the marketplace being scheduled twice in 2004, the events are expected to generate twice as much revenue for the city of Santa Monica. For each marketplace, the AFM citywide hotel block secures 12,000 rooms and ensures approximately $250,000 to $350,000 in transient occupancy taxes to the city’s general fund.
All Santa Monica businesses are expected to get a piece of the action. From entertainment to retail to dining to lodging, all businesses will see revenue from the increased traffic to the city. In particular, shopping destinations such as the Third Street Promenade and the city’s fine arts districts are expected to see increased traffic during the convention’s off-hours.
The AFM is reaching out to the community by offering free public screenings to Santa Monica residents, students and employees. Information on public screenings can be found by logging onto www.americanfilmmarket.com or by calling (310) 446-1092.
Originally published in the Santa Monica Daily Press print edition on February 2, 2004. Read the original PDF.