American Film Market Expands to Include AI and Tech Companies

All film markets and festivals need to evolve and continue to stay relevant, and the Independent Film & Television Alliance (IFTA) is aiming to do just that with its flagship American Film Market, or AFM.

IFTA announced that it will expand its film market with the AFM House, a new physical location in Century City in Los Angeles that will be the home to AFM’s newly launched Innovation Hub. It’s also an expansion of the market’s offering by introducing AI and tech companies into its mix.

IFTA is partnering with Cannes Next on the Innovation Hub, which launched last year and featured AI startups, leading technology companies, and other forward-looking programming. But the whole program will now have its own dedicated venue to be a gathering place for innovators, entrepreneurs, filmmakers, creators, cinema owners, distributors, investors, and global brands.

A key component of the AFM House will be The Cinemas Club, which was an exhibition and speaker series focused on the future of theatrical cinema, co-created by the Marché du Film and Cine Group, and was launched at this year’s Cannes Film Market.

This year’s AFM runs November 10-15, and The AFM House runs concurrently from Nov. 11-14. 2026’s theme is “The New Global Screen Economy,” and it will feature fireside chats, presentations, and networking alongside a marketplace for AI and tech tools and companies that aim to transform film and TV. The house is accessible to all registered AFM badge holders.

Jackie Brenneman, President & CEO of IFTA, said, “Filmmaking has always been rooted in collaboration and innovation, and that spirit is more important today than ever. As our business continues to evolve at an unprecedented pace, The AFM House provides a place where the global entertainment community can come together to exchange ideas, forge partnerships, explore emerging business models and discover opportunities. Our collaboration with Cannes Next and the Cinemas Club expand that vision by creating a dedicated home for innovation, technology, and the future of theatrical exhibition.”

Guillaume Esmiol, Executive Director of the Marché du Film, said, “At the Marché du Film, we have built a growing portfolio of programs designed to address the major transformations shaping our industry, from AI and emerging technologies with Cannes Next to the future of theatrical exhibition through the Cinemas Club, co-created with Cine Group. We are delighted to see these initiatives extend beyond Cannes through this expanded collaboration. AFM is creating an ambitious new platform with The AFM House, and we look forward to connecting companies and ideas, and creating new opportunities for the global film industry throughout the year.”

Julien Marcel, President of Cine Group, said, “After a strong first edition at the Marché du Film last May, we are delighted to bring the Cinemas Club to the AFM in Los Angeles. Theatrical exhibition has rarely needed more of what this Market stands for: a broader and more diverse slate of films reaching screens, and the same appetite for innovation in the experience we offer audiences and in the way we connect with them.”

The AFM House is a 15,000 square foot indoor and outdoor venue that will be located at The Pavilion at Century Park, 2000 Avenue of the Stars, with direct access from the Fairmont Century Plaza.