The American Film Market (AFM) is making its biggest move in over four decades, shifting from its long-time home in Los Angeles to the entertainment capital of Las Vegas. Hosted at the Palms Casino Resort beginning today and going thru November 10th, the new setup has a lot of industry insiders talking. For some, the move presents an exciting opportunity to centralize events and create a more immersive, focused experience. But for others, especially those used to mingling with LA-based executives, it means adding another destination to their travel calendar. Where once meetings could be combined with visits to nearby studios, now many will need to make an extra trip to cover both LA and AFM.
Las Vegas offers a unique, all-in-one environment that promises more convenience within the Palms’ expansive venue. The newly revamped, $600 million facility offers exhibitor offices, conference rooms, and screening areas all under one roof—meaning no more shuttling between locations, as was often required in Santa Monica. “Exhibitor space is sold out,” says Jean Prewitt, CEO of the Independent Film & Television Alliance, which produces the AFM. “With over 286 production, sales, and distribution companies attending, it feels like the global film community is ready for this change.”
This shift to Vegas is a bold choice, made even bolder by the presence of other major events in town. AFM will coincide with SEMA, a massive automotive show drawing 161,000 attendees to the Las Vegas Convention Center, while preparations for the Formula 1 Grand Prix add even more energy to the city. In a convention-savvy city like Las Vegas, AFM organizers are betting on the streamlined setup to make this year’s event one of the most impactful yet.
Moving AFM to Vegas has stirred optimism for some. Clay Epstein, president of Film Mode Entertainment, notes the advantages of housing everything in one venue, saying, “Lionsgate, Film Nation, A24, and Neon are all exhibiting at the hotel. We’re together for the first time in years, if ever.” By concentrating exhibitors in a single location, he anticipates a greater ease for impromptu meetings, fostering what he calls “an independent film island” in a city famous for entertainment.
Nat McCormick, president of worldwide sales and distribution at The Exchange, echoes this sentiment, calling the move a “logistical step forward.” The setup offers exhibitors and attendees a central point for all activities, which he believes could breathe new life into the AFM experience.
However, for some, leaving Los Angeles introduces practical concerns. Previously, attendees had the unique benefit of proximity to major studios and the Hollywood community, making it easier to connect with decision-makers. Now, LA-based executives and attendees have to split their time between two locations if they want to fully capitalize on their industry networks.
On the bright side, many find Las Vegas accessible and convenient, with direct flights from major cities worldwide. According to Mimi Steinbauer, president of Radiant Films International, “A lot of buyers are comfortable in Vegas; it’s an easy place to get to.” The Nevada Film Office is equally excited, with director Kim Spurgeon noting, “We’ve long been a filming destination, but hosting AFM shows that the business side of film production can thrive here, too.”
Some attendees are cautiously optimistic, like Tamara Birkemoe, CEO of Palisades Park Pictures, who acknowledges, “We’ll have to wait and see if Vegas can meet the very unique needs of a legacy film market, but people seem positively inclined.” The reimagined AFM hopes to energize the industry amid ongoing changes, including the dominance of streaming and shifts in independent film financing.
In a film industry increasingly shaped by streaming and evolving distribution models, Epstein sums it up well: “Content is always going to drive the marketplace. There will always be someone interested in great content.” That may very well become the guiding mantra for AFM 2024 as it settles into its new Las Vegas home.
