The Independent Film & Television Alliance is launching the AFM House in Century City, a new venue dedicated to integrating artificial intelligence and technology into the film industry.

Key Points

• The AFM House will operate from November 11-14 in Los Angeles, coinciding with the American Film Market scheduled for November 10-15.
• IFTA is partnering with Cannes Next to host an Innovation Hub focused on AI startups, technology companies, and emerging business models.
• The 15,000-square-foot venue at The Pavilion at Century Park will feature The Cinemas Club, an exhibition series dedicated to the future of theatrical cinema.
• Programming includes fireside chats and networking opportunities for filmmakers, investors, and distributors under the 2026 theme, "The New Global Screen Economy."
• Access to the new facility is included for all registered American Film Market badge holders.

Why it Matters

This expansion signals a strategic shift for the American Film Market as it attempts to bridge the gap between traditional theatrical distribution and rapidly evolving digital technologies. By creating a dedicated space for innovation, the industry aims to foster collaboration between tech developers and content creators to address current challenges in global film exhibition.