In an effort to address its increasingly international membership, the American Film Marketing Assn. has changed its title to AFMA, officials announced Friday.
The name change was voted on by two-thirds of AFMA’s 130 member companies at the organization’s semi-annual meeting, following the conclusion of the American Film Market, held yearly in Santa Monica.
“The name modification tracks the evolution of the organization over the past 17 years and more accurately reflects its current profile,” said Fred Schneier, chairman and CEO of AFMA in a release.
“RCA and AT&T all began with (names) in the business they started in, and as they expanded in base and agenda, their initials became their only prime identification,” Schneier told Daily Variety.
In addition, according to an AFMA spokesman, members decided to omit the “American” in the name because the L.A.-based organization has been involved in negotiations to improve international copyright protection and antipiracy laws as well as firming overseas royalty agreements.