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American Film Market wheel lighting at the Santa Monica Pier

Published on November 3, 2023

The Pacific Wheel will be lit blue and white on Friday, November 3 to welcome AFM attendees to Santa Monica.

The American Film Market (AFM) is an annual conference for film producers where over $1 billion in distribution deals are made. The conference has been held in Santa Monica for over 30 years. Pacific Park is partnering with Santa Monica Travel & Tourism (SMTT) to welcome AFM attendees with a blue and white light program on the world-famous Pacific Wheel.

AFM announced it will open with a strong commitment of companies set as Exhibitors and Buyers for their 2023 show. The international conference will take place over six days, Oct. 31 – Nov. 5, at its new headquarters located at Le Méridien Delfina Santa Monica with industry screenings, speakers, and sessions scheduled at theatres and meeting spaces throughout the city.

This special lighting event will take place on the evening of Friday, November 3. The Ferris wheel lights can be seen from dusk until 11:35 PM each evening. Enjoy watching the light program online at

Special Lighting of the Pacific Wheel for AFM

Friday, November 3
dusk (around 5 PM) to midnight

Pacific Park on the Santa Monica Pier


The number of companies and organizations exhibiting at AFM23 has surpassed 245. The list continues to grow and features industry-leading independent film & TV production, sales and distribution companies as well as national Pavilions from China, France, Germany, Italy, Japan, Thailand and the UK. International trade organizations, film commissions and production service companies also have a significant presence as part of this year’s enhanced LocationEXPO® exhibition.

This year’s AFM Exhibitors include such sales companies as: A24, AGC Studios, Altitude Film Sales, Amazon MGM Studios, Anton, Bankside Films, Beta Cinema, Black Bear Pictures, Blue Fox Entertainment, Charades, Cinema Management Group, CJ ENM, Emperor Motion Pictures, Film Mode Entertainment, FilmNation, GAGA Corporation, Gaumont, Global Screen GmbH, HanWay Films, Lakeshore, Lionsgate, MGM Studios, Millennium Media, Odin’s Eye Entertainment, Orange Studio, Pathé Films, Protagonist Pictures, SND Groupe M6, STUDIOCANAL, Toei Company, TrustNordisk, UNIFRANCE, Voltage Pictures, WME Independent, and XYZ Films.

Jean Prewitt, IFTA President & CEO commented, “All indicators are pointing to a strong AFM23 and we look forward to hosting the global industry in just a few weeks. Asia which was still impacted by COVID restrictions last year is well-represented again, as are the UK and Europe – especially Italy, France, Germany and Spain. AFM is the only major fall film market and its location, close to the beach as well as to the Los Angeles studios, streamers and agencies, solidifies it as an essential destination for the industry to meet, conduct business and celebrate independent film, even in the midst of current challenges.”

Alongside the sales activity and screenings, The AFM Sessions presented by Wrapbook & Film Hawaii, will bring 30+ panels across two stages over four days beginning Wed., Nov. 1. The initial programming lineup features a cross-section of illustrious industry creatives, influencers and decision-makers to examine and discuss today’s timely topics.

About the American Film Market® (AFM®)

The AFM is the most efficient film acquisition, development and networking event in the world. More than US$1 billion in production and distribution deals are closed every year — on both completed films and those in every stage of development and production. Over six days in November, thousands of industry professionals from 70+ countries access the entire global catalogue of available films and projects, attend world class conferences, and connect with decision makers. The AFM is produced by the Independent Film & Television Alliance®.

About the Independent Film & Television Alliance® (IFTA®)

IFTA is the global trade association for independent film and television production, finance, distribution, and sales companies. The organization represents the independent sector before governments and international bodies and provides significant entertainment industry services to independent companies from 22 countries.


Feature image courtesy of @kevynbashorejourney