The Independent Film and Television Alliance has confirmed that it is negotiating to relocate the 2013 American Film Market to L.A. Live in downtown Los Angeles. This year’s AFM, set for Nov. 2-9, and the 2012 mart would remain in Santa Monica.
“We appreciate the attractiveness of Santa Monica and we are continuing discussions with the Loews,” IFTA said in a statement.
The association pointed out that relocating to downtown Los Angeles would mean lower hotel and exhibition costs for both buyers and sellers and better screening venues at the Regal Cinemas and Nokia Theater. By 2014, there will be more hotel rooms surrounding L.A. Live than in the Loews Santa Monica area, the statement noted. The L.A. Live area, adjacent to the Convention Center and Staples Center, also offers numerous restaurants and entertainment venues.
But IFTA emphasized that there is no deal yet.
“The L.A. Live district will allow us to grow all segments of the AFM — market, conferences and the celebration of film — and make the AFM more inclusive for the entire motion picture industry,” said IFTA.
The move would put AFM closer to the AFI Fest, which runs Nov. 3-10 in Hollywood.
Among the questions the association would need to settle are whether international attendees would want to spend a week downtown instead of at the beach. L.A. Live owner AEG wooed Film Independent’s Los Angeles Film Festival to move downtown in 2010, while the same org’s Spirit Awards was held downtown in 2010 and moved back to Santa Monica this year.