The American Film Market (AFM) will return to Los Angeles and take place at Fairmont Century Plaza in the central location of Century City from November 11-16, 2025, after last year’s one-off arrangement in Las Vegas.
After a number of meetings with blue-chip American sellers that began shortly after the Palms Casino Resort edition last November, the board of Independent Film & Television Alliance (IFTA) announced the decision to restore the event to the Los Angeles area on Wednesday night.
Scroll to bottom to read IFTA letter
News of what is understood to be a “multiyear arrangement” was privately applauded by major sales agents in the US on Wednesday evening and will be a boon for Los Angeles after a devastating start to the year due to the regional wildfires.
This is also a decisive flex to reestablish what has historically been the leading North American sales event in its hometown, especially in light of the upcoming Toronto International Film Festival market launch in 2026, further details of which are expected in Berlin next month.
Last November, a joint communication from Lionsgate International, Neon International, FilmNation, AGC Studios, Voltage Pictures, WME Independent, Black Bear and The Veterans said the overriding view of their staff and buyers was that the Palms Casino Resort was “not a fit for purpose venue”.
The group said that while they preferred a single event catering to the entire market, they were ready to set up their own sales meetings and screenings in Los Angeles later this year, were IFTA not to return the market to the city.
AFM moved to Las Vegas in 2024 after decades in Santa Monica following a cascade of gripes from attendees that only intensified after the ill-fated 2023 edition at Le Méridien Delfina, which has since been renamed Hyatt Centric Delfina Santa Monica. They argued the event was too spread out across the California beach city and cited rising prices as another turn-off.
However, Las Vegas proved even more objectionable, with attendees citing the smell of smoke on the casino floor, a lack of adequate dining options within walking distance, and the fact that those who come in from Europe and Asia like to tag on meetings with studios, streamers and agencies while in Los Angeles.
Now they will be able to resume that activity in November.
IFTA board’s letter to the industry appears below.
As a valued member of our community and a participant at the American Film Market, we wanted you to know immediately that AFM is coming back to Los Angeles for its 46th edition (November 11-16, 2025).
After an extensive evaluation of multiple venues across Los Angeles to meet the industry’s specific needs and size, the IFTA Board of Directors has selected the Fairmont Century Plaza in Century City as the new home of AFM. It is ideally situated just minutes from Beverly Hills, West Hollywood, and Westwood and next door to the AMC Century City 15 for screenings. Newly renovated, the Fairmont is a perfect blend of prestige, accessibility, amenities, and pricing consistent with recent years.
Our return to LA holds special significance in the aftermath of the recent devastating fires. It will be heartening to gather as colleagues here once again, where AFM started, and in doing so to take part in the rebuilding of the city that is a vital hub of our industry.
Over the decades, AFM has evolved from solely a transactional space into an essential event where industry leaders come together to launch the latest films and projects, assess the marketplace, share insights, and stay abreast of the rapid changes shaping our business. Your feedback has underscored the importance of AFM as a gathering space and of Los Angeles as the optimal location. The Fairmont offers the location that best responds to your call for an elegant setting that maximizes convenience and encourages productivity.
Details about exhibition opportunities, registration, and the event’s agenda will be available shortly. Thank you for your continued support of the American Film Market. Your commitment inspires our dedication to providing a platform that highlights and advances our global community of independent companies.
We eagerly anticipate welcoming you to Los Angeles.
Warm regards,
Jean M. Prewitt [president and CEO, IFTA]
Clay Epstein [chairperson, IFTA]
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