HOLLYWOOD — AFMA is now IFTA.
Trade association AFMA has changed its name to the Independent Film & Television Alliance, complete with a logo redesign.
The change resolves a long-held frustration for the trade organization. At one time, AFMA stood for the American Film Marketing Association, but AFMA principals discouraged any reference to its full name because it did a poor job of describing the organization and its activities. However, that left AFMA as an acronym without initials.
The organization’s annual premiere event will continue to be known as the AFM, or the American Film Market. It will take place in Santa Monica Nov. 3-10, marking the start of a new strategic relationship with the AFI Los Angeles International Film Festival. The upcoming market also marks the AFM’s 25th anniversary.
“This is a significant year for us and it is important that our members are part of an organization with a name that reflects the global nature of our business today,” said IFTA chairman Michael Ryan. “The acronym AFMA did not truly represent the mandate of our organization and its involvement in film and television.”
The change was initiated and approved through the association’s Board of Directors.
Said president and CEO Jean Prewitt, “Our new name brings greater clarity to our role as the voice and advocate for the independent. It also distinguishes us at a time when the role of the independent is growing in importance throughout the world.”
Headquartered in Los Angeles, the organization represents more than 150 member companies from 15 countries, consisting of independent film production and distribution companies, sales agents, television companies, studio-affiliated companies, and financial institutions engaged in film finance.
Collectively, the Independent Film & Television Alliance’s members generate more than $4 billion in distribution revenues annually.