Make AFM Work for Your Business

By Pickle September 28, 2026

Plan now to turn AFM’s screenings, meetings, technology showcases and production connections into meaningful growth for your independent film business.

The American Film Market deserves a fresh look from independent filmmakers and media executives seeking their next phase of growth. Its

47th edition runs November 10–15 in Los Angeles, headquartered at Fairmont Century Plaza, under the theme “The New Global Screen Economy”. Approach it not simply as a destination for selling films, but as a working platform for finding finance, production partners, technology and audiences.

The preparation should begin now. Define what your business needs, identify whom you must meet and decide what would make the trip worthwhile. If you require a US visa, commit to travel only once you hold a valid one. Build the budget around purposeful participation, not the hope that being present will be enough.

Identify the Right Partners

More than 215 exhibitors were confirmed by September 21 , including Lionsgate, NEON, STUDIOCANAL and independent specialists. Study their catalogues and identify companies suited to your film’s genre, budget and intended audience. Send focused meeting requests explaining the project, its stage and the specific partnership you seek. Relevance matters more than volume.

Map Your International Opportunity

Buyer companies from 55 countries had registered by September 21, representing different distribution models. Use this North American gathering to think internationally. Prepare a clear rights availability sheet and prioritise territories. Look beyond familiar language and diaspora markets, while remaining realistic about the audiences your film can reach.

Strengthen the Business Case

IFTA’s partnership with The Numbers brings research and educational support, including preferred access to custom comparison reports for IFTA members. Before pitching, test revenue assumptions against comparable films. Explain why your budget makes sense and how investors might recover their money. Distinguish evidence from ambition, and establish which resources require membership.

Sharpen Your Pitch

The feature-film Pitch Conference accepts two-minute video submissions through October 15 from registered Platinum or +Sessions badge holders seeking consideration. Apply if eligible. Prepare just as carefully for private meetings: explain the story, audience, financing position and exact ask. Keep supporting materials ready, but make the opening conversation concise.

Present a Coherent Slate

Screening options include slate showcases, world and market premieres, and amplified presentations with hospitality and talent appearances. Producers bringing several projects should make the company’s identity clear. Show how the slate reflects a consistent understanding of audiences and budgets. Give prospective partners a reason to consider a continuing relationship.

Make Screenings Count

Market screenings run November 10–13 at AMC Century City 15, directly across from headquarters. Assess whether a theatrical presentation will advance your sales campaign before committing expenditure. Coordinate buyer invitations, technical delivery and follow-up meetings. A screening should move a commercial conversation forward, not merely mark a film’s presence.

Seek Audience Insight

AFM’s new AMC A-List and B-List Movie Club collaboration offers selected films access to frequent moviegoers alongside industry attendees. Explore participation where feedback could improve positioning. Ask what viewers respond to and what remains unclear. Treat those reactions as qualitative insight, rather than representative research or a promise of success.

Put LocationEXPO on the Diary

LocationEXPO runs November 10–14, connecting filmmakers with commissions, facilities and production services. Arrive with a script breakdown, indicative budget and shooting calendar. Ask how each destination could meet the project’s practical requirements. For independent producers, finding one suitable production base could justify substantial preparation.

Look Beyond the Rebate

Listed LocationEXPO participants include Japan, Thailand, Egypt and Costa Rica film commissions or offices. Compare qualifying expenditure, application deadlines, payment schedules and local obligations. Calculate the total production cost, including travel, accommodation and logistics. A compelling incentive becomes useful only when its conditions and cash-flow implications suit your project.

Build a Production Network

LocationEXPO connects visitors with scouting, permitting, casting, crews and facilities. Leave conversations with shortlisted partners, indicative costs and agreed next steps. Film commissions and service companies should consider exhibiting with strong case studies and clear capabilities. Sell practical solutions to production needs, not simply attractive locations.

Explore the AFM House

Open November 11–14, the new AFM House offers networking, presentations and a marketplace accessible to registered badge holders. Make room for conversations beyond conventional sales meetings. Seek partners who can improve development, production, marketing or monetisation. Use the space to examine where your company could grow.

Put Technology to Work

The Innovation Hub, presented with Cannes Next, will feature AI startups and technology companies. Bring specific operational problems. Ask for demonstrations of cost savings, workflow compatibility, rights safeguards and output quality. Consider a defined pilot before making a larger commitment; novelty alone is not a business case.

Understand the Cinema Audience

The Cinemas Club brings theatrical exhibition and audience engagement into AFM House discussions. Listen directly to exhibitors and distribution specialists. Explore whether event screenings, community partnerships or focused campaigns could support your film. Build a release strategy around its audience and resources, rather than assuming the widest release is best.

Learn With a Commercial Purpose

The AFM Sessions cover financing, production, distribution, technology and audiences, with access varying by badge and stage. Choose discussions against specific knowledge gaps. Divide responsibilities across your team and record decisions worth testing afterwards. The goal is to leave with stronger projects, useful relationships and a clearer route to measurable business growth.