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The American Film Market goes virtual for 2020

Published on October 28, 2020

The American Film Market will be held virtually this November.

AFM (the American Film Market) will be held online this November 9th through 13th in place of its usual annual market in Santa Monica, California due to COVID-19 restrictions. This year would have been the 30th anniversary of AFM in Santa Monica.

To participate in this year’s AFM, just go to and find AFM Online 2020. Participants can discover the entire global catalogue of available films and projects, attend 50-plus world-class conferences, roundtables and presentations, and connect with the independent film community’s decision makers, all in one convenient location this year.

What is AFM?

The American Film Market is the most efficient film acquisition, development and networking event in the world. Unlike a festival, AFM is a marketplace where production and distribution deals are closed. More than $1 billion in deals are sealed every year – on both completed films and those in every stage of development and production.

What is the history of AFM and Santa Monica?

For the past 29 years, over 7,000 industry professionals from more than 70 countries converged in Santa Monica each November. They include acquisition and development executives, agents, attorneys, directors, distributors, festival directors, financiers, film commissioners, producers, writers, the world’s press and all those who provide services to the motion picture industry.

Typically, over 400 production/distribution/sales companies have offices set up at the Loews Santa Monica Beach Hotel where they meet with territorial (national) buyers from 70-plus countries to acquire films. A variety of events and business would also be conducted at Le Merigot Beach Hotel and Casa Del Mar Hotel.

AFM uses all 29 auditoriums’ screens at theatres in Santa Monica to accommodate 700 screenings of over 400 films, which are often premiering for the first time.

The estimated economic impact of AFM in Santa Monica is at $20 million, as more than 7,000 event attendees have filled local hotel rooms, restaurants, theaters and retail outlets throughout the duration of the conference each year.

The next scheduled AFM in Santa Monica is set for November 2nd – November 7th, 2021.


Pacific Park on the Santa Monica Pier frequently serves as the location for popular entertainment productions and has been featured in over 500 movies, television shows, music videos, and more. For more information on filming inside Pacific Park, visit and read our filming blog.