AFM stays in Santa Monica

The American Film Market will stay in Santa Monica through 2017, spurning tries to slowly move the beachside film sell to downtown La. The Independent Film & Television Alliance stated Thursday that new contracts could keep the AFM in the Loews Santa Monica Beach Hotel, its home since 1991, using the confab ongoing to use additional exhibition space at JW Marriott's Le Merigot Beach Hotel with conferences ongoing in the Fairmont Miramar Hotel & Bungalows."We relentlessly investigated every option to guarantee the AFM might have the very best lengthy-term home," stated IFTA chairman Paul Hertzberg inside a statement. "We anticipate a lot more effective marketplaces using the beach as our backdrop." IFTA had confirmed in September it was settling to relocate the 2013 AFM to L.A. Reside in downtown La. The association stated in September that moving to downtown La means lower hotel and exhibition costs for purchasers and retailers and screening venues in the Regal Movie theaters and Nokia Theater -- which by 2014, you will see more rooms in hotels surrounding L.A. Live compared to the Loews Santa Monica area.But the possibilities of a move from Santa Monica triggered resistance finally month's AFM, including a web-based petition signed by reps of IFDC, Artists View, Constantin, UFO, W2 and Imagem and saying that the downtown location would restrict participants' capability to meet easily. "This can divide participants who will need to run all day long lengthy to be able to deal with their conferences," the petition stated. "This can just be tiring, as well as developing a more demanding atmosphere generally. And, as a result, participants might want to shorten their stay, that will deeply modify the business from the market. A less competitive market will result in less attendance and, ultimately, towards the extinction from the market."The petition also noted the Independent Spirit Honours attempted this year to maneuver from Santa Monica to downtown L.A. however moved to the beach this past year."We don't want to become parked in soulless spaces in the center of a crowded downtown L.A.," it stated. "You want to meet and do our business serenely if at all possible. Comfort and prestige would be the secrets to some effective market."IFTA leader-Boss Jean Prewitt stated Thursday in statement, "Our mentioned goal from the beginning of the process is to supply the best atmosphere, assets and value for that world's purchasers and retailers and, after lengthy and careful deliberations, we feel residing in Santa Monica will achieve all individuals goals." IFTA noted within the announcement that Santa Monica is going to be "changed" by a number of public enhancements and development projects which will considerably enhance AFM such as the following: AMC Entertainment's cinema complex with 12 screens, including an Imax theater, will open at the end of 2014 or early 2015. The Santa Monica Social Auditorium is going to be rehabilitated and broadened, supplying a venue for red-colored-carpet premieres and likely to be carried out late 2014. A minimum of 700 rooms in hotels will be included to the downtown area, including mid-listed hotels from Marriott and Hampton Motel. An easy Metro Rail terminal at 4th Street and Colorado Avenue, a five-minute walk in the Loews, is anticipated to become operational in 2015. A seven-acre park on Sea Avenue directly across in the Loews is scheduled to finish at the end of 2013 together with an adjoining new mixed-use urban village with restaurants and shops for 2014.Dates for that approaching AFMs are March. 31-November. 7, 2012 November. 6-13, 2013 November. 5-12, 2014 November. 4-11, 2015 November. 2-9, 2016 and November. 1-8, 2017. IFTA stated that research in the Santa Monica Convention and Site visitors Bureau estimations the AFM will lead a lot more than $100 million towards the local economy within the next six years.The 2011 market saw the amount of purchasing companies rise 8% to 718 from 664 this year purchasing professionals elevated 7% to at least one,523 versus. 1,417 last year and overall attendance rose 4% to 7,988 versus. 7,695 this year. Contact Dork McNary at dork.mcnary@variety.com