AFM House Brings AI, Tech Hub to Century City
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- AFM House will be a new 15,000-square-foot indoor and outdoor venue at The Pavilion at Century Park, 2000 Avenue of the Stars, in Los Angeles, running November 11-14 alongside the November 10-15 American Film Market.
- IFTA is expanding the American Film Market by introducing AI and tech companies into its mix, hosting a marketplace for AI and tech tools alongside fireside chats and presentations under the 2026 theme "The New Global Screen Economy."
- The Innovation Hub, IFTA's new AI-and-tech programming arm, is being built in partnership with Cannes Next, whose Cannes-based version launched last year and featured AI startups and forward-looking programming.
- The Cinemas Club, an exhibition and speaker series focused on the future of theatrical cinema co-created by Marché du Film and Cine Group, will have a dedicated home at AFM House after launching at this year's Cannes Film Market.
- IFTA President & CEO Jackie Brenneman said the venue creates a place for the global entertainment community to "exchange ideas, forge partnerships, explore emerging business models and discover opportunities," with Marché du Film's Guillaume Esmiol calling it an "ambitious new platform" extending beyond Cannes.
- AFM House is accessible to all registered AFM badge holders and is positioned by IFTA as a gathering place for innovators, entrepreneurs, filmmakers, creators, cinema owners, distributors, investors, and global brands.
Why it matters: For AI and tech vendors, the 15,000-square-foot AFM House now offers a dedicated marketplace alongside distributors, filmmakers, and investors — a formal channel the American Film Market previously lacked. The Cannes Next and Marché du Film partnerships extend initiatives launched at Cannes into a new U.S. hub, giving tech sellers an organized venue to pitch tools during the November market week.
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