AFM Expects Blockbuster Run

By Ed Moosbrugger

October 10 -- The shift of the American Film Market to November last year paid off big for the trade event that brings some 7,000 industry professionals to Santa Monica each year during its eight-day run.

Things look even better this year as AFM prepares for its November 2 to 9 stay that will pump millions of dollars into Santa Monica's economy.

The November 2004 market resulted in more exhibitors, more exhibition space and more films than in any other year in AFM's history, said Jonathan Wolf, executive vice president of the Independent Film & Television Alliance and managing director of AFM.

“This year will break that record,” he said.

Last November's AFM drew the most foreign film buyers in five years, and indications are that attendance in 2005 will run well ahead of last year, Wolf said.

Clearly, the growth of AFM means more opportunities for Santa Monica businesses.

“AFM is securing (hotel) room nights at a record-breaking pace,” reported Misti Kerns, president/CEO of the Santa Monica Convention & Visitors Bureau.

AFM has a big business impact on Downtown, where it utilizes the movie theaters to screen films for potential buyers and where many of the attendees stay.

Now in its 26th year, AFM moved to Santa Monica from Beverly Hills in 1991 and is booked for Santa Monica through 2008.

At the event headquartered at the Loews Santa Monica Beach Hotel more than $500 million in motion picture and television production and distribution deals are closed annually.

The independent film industry trade event has grown so much that Santa Monica's movie theaters can't handle all the films. A total of 459 full-length feature films were screened last year.

To meet demand, AFM is creating five small digital screening rooms, each seating 35 people, at the Fairmont Miramar Hotel.

AFM also has added a full floor of offices at Le Merigot Hotel next door to Loews because of the demand for exhibit space.

One reason AFM shifted from February/March to November was to form a strategic relationship with the AFI Los Angeles International Film Festival, which is held in early November.

The AFM runs during the day in Santa Monica and at night at the AFI Fest in Hollywood.

The alliance with AFI has not resulted in any significant shift of business from Santa Monica to Hollywood, Wolf said.

“For the most part, social events remain in Santa Monica,” Wolf said. “On a business-to-business level, that's where people are staying. All the business-to-business people are in Santa Monica.”

Meanwhile, AFM will again offer free public screenings of 30 to 50 independent films to people who live or work in Santa Monica, members of entertainment industry organizations and film students. For information, go to www.americanfilmmarket.com and click on “Public Previews.”

The Santa Monica CVB is doing several things to help make AFM visitors welcome and boost business for local establishments, including providing AFM attendees with VIP cards that offer discounts at more than 170 businesses.

SANTA MONICA HOTELS enjoyed a strong summer, with some Downtown hotels running almost full.

Summer business at Hotel Carmel was excellent, with occupancy running about 97 percent in the June-August period, said General Manager Sherry Kellogg.

“We've been very thrilled,” she said. “Everybody seems to have a positive outlook on tourism.”

At Best Western Ocean View Hotel, revenue was up from last summer, with room rates rising about 10 percent.

Business was strong most of the summer, but slowed down toward the end of August, said General Manager Robert Farzam. He attributed the slowdown at the end of summer to high gas prices and some schools starting earlier. The hotel was 97 percent occupied in August, compared with 98 percent a year earlier.

At the Fairmont Miramar Hotel, summer business was good, although falling a bit short of expectations in July, said General Manager Desmond Acheson. Occupancy was in the high 70s percent range in July and high 80s in August, following a soft May and June, he reported. Room rates increased.

A report by PKF Consulting showed occupancy rates down slightly in June and July at the Santa Monica hotels it tracks, but average room rates were up more than 12 percent.

THE SANTA MONICA Convention & Visitors Bureau has opened its new Visitor Information Center at 1920 Main Street, on the west side of Main near Bay Street.

The center has trained travel counselors on site daily from 9 a.m. to 6 p.m. and offers a variety of services, printed materials, Internet access and merchandise.