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The American Film Market is Returning to Santa Monica

Published on October 25, 2022

The American Film Market (AFM) is finally returning in-person to Loews Santa Monica Beach Hotel from November 1st – 6th.

Since 1981, the American Film Market has been the central location for production and distribution deals that produce over $1 billion in deals. Over 7,000 participants can discover the entire global catalog 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. Industry professionals fill local hotel rooms, restaurants, theaters, and retail outlets throughout the duration of the conference each year 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. AFM also 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.

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. Santa Monica looks forward to hosting AFM each fall! Pacific Park on the Santa Monica Pier extends a warm welcome to all participants and exhibitors. You can catch our mascot, Inkie the Octopus, greeting all attendees on opening morning at Loews Santa Monica Beach Hotel, as well as the AFM logo lighting up the iconic Pacific Wheel Ferris wheel at night on Wednesday, November 2nd.

Special Lighting of the Pacific Wheel for the American Film Market (AFM)

Wednesday, November 2nd
dusk (around 7:30 PM) to midnight

Pacific Park on the Santa Monica Pier

See the lights from home at

Pacific Park regularly programs the Ferris wheel to display seasonal programming and themed light designs for holidays and special occasions. The Pacific Wheel’s state-of-the-art lighting package was installed in 2016 and can display over 1.6 million different colors and animate patterns and icons in 24 frames per second. The energy-efficient LEDs on the face of the Ferris wheel are powered by solar arrays inside Pacific Park. The light programs are curated and designed by Pacific Park staff. Each design is manually animated; some designs can take hours of programming. The aim is to provide fun, high-energy, and sometimes whimsical designs to entertain guests on the Santa Monica Pier and surrounding beaches.

Featured image courtesy of @arirang69