By Judi Jordan

Ah, the American Film Market — AFM is back in California—and the industry breathes a collective sigh of relief. From November 11–16, 2025, the iconic Fairmont Century Plaza takes center stage as the new home of the American Film Market, marking a fresh chapter after two years of post-pandemic wandering in search of the perfect “sweet spot.” The move follows the extensive renovations and rebranding of the longtime Santa Monica Loews Hotel into the Regent Hotel, which left the market without its beloved base.

For 32 [!] years—1991 through 2023, with a brief COVID hiatus in 2020–2021—the Loews was AFM’s heart and soul. Its ocean breezes, walkable Promenade, and industry nostalgia made it more than a venue; it was a ritual. But in recent years, AFM found itself on the move, forced into back-to-back relocations: first to the cramped, dimly lit Meridien Delfina in Santa Monica, then to the Palms Casino Resort in Las Vegas. The return to Los Angeles, then, feels like a long-overdue homecoming. Let’s be honest—many international buyers and sellers had come to count on that “winter break” by the California coast as much as the deals themselves.

The Fairmont may lack beachfront suites, but what it offers in sophistication and scale more than compensates. With expansive indoor and outdoor meeting spaces designed to host over 260 exhibitors from 70 countries, the venue brings a sense of polish and professionalism back to the proceedings. Its enviable location—steps from the Westfield Century City mall and a short hop from Beverly Hills—will no doubt fuel the kind of serendipitous encounters and offsite meetings that helped make AFM legendary.

To ensure attendees stay focused amid the lure of LA, AFM 2025 promises a thoughtfully curated lineup. This year marks a dynamic collaboration between the American Film Market® (AFM®) and Marché du Film, spotlighting the Innovation Hub and new AI-driven programming designed to spark dialogue and discovery. Add to that a slate of AFM’s signature, information-rich conferences, and the message is clear: the market is not just back—it’s reinventing itself for the next era of global film commerce.

Here are just a few examples, for full attendance details:   https://americanfilmmarket.com/ 

Finance I – From Packaging to Payback: Investment, Incentives & International Markets

Wednesday, Nov 12 | 9:30AM – 10:30AM 

Fright Club: The Power Players Behind Modern Horror

Thursday, Nov 13 | 4:30PM – 5:30PM 
Speakers include Jake Carter, Agent, UTA, Jacob Jaffke, SVP, Oddball Entertainment (MaXXXine, Pearl); 

J.D. Lifshitz, Founder, BoulderLight Pictures (Weapons, Barbarian); Raphael Margules, Founder, BoulderLight Pictures (Weapons, Barbarian). 

AI in Action: The Platforms Transforming Filmmaking – From Creation to Distribution

Friday, Nov 14 | 9:30 AM – 10:30 AM

Latinos Navigating Hollywood: Challenges and Opportunities

Friday Nov 14 | 3:30PM – 4:30PM 

Speakers include Rafael Agustin, Writer (Jane the Virgin); Yolanda Macias, Chief Motion Pictures Officer, Cineverse

Robert Munoz, President, Mucho Mas Media; Anthony Nardolillo, Director (7th & Union, Chicago Med); Patricia Riggen, Director (G20, Dopesick)

For more info: https://americanfilmmarket.com/