Markets

The Independent Film & Television Alliance (IFTA), producer of the American Film Market (AFM), has announced The AFM House, a new 15,000-square-foot venue that will expand the Market's Los Angeles campus and become the home of its **2026 Innovation Hub**.

Located at The Pavilion at Century Park, opposite the Fairmont Century Plaza, The AFM House will bring together filmmakers, producers, distributors, investors, cinema operators, technology companies and global brands to explore new technologies and business models shaping the screen industry.
At its core will be the Innovation Hub, developed in collaboration with **Cannes Next**, the Marché du Film's innovation programme. Following its launch in 2025, the Hub will feature AI startups, technology companies and sessions focused on emerging trends across film and television.
The venue will also host the Cinemas Club, co-created by the Marché du Film and Cine Group. The initiative, first presented at Cannes in 2026, will offer an exhibition and speaker programme dedicated to the future of theatrical cinema, including audience engagement, exhibition strategies and the evolving cinema experience.

Open from November 11 to 14, The AFM House will reflect AFM 2026's theme, The New Global Screen Economy, with fireside chats, presentations, networking opportunities and a dedicated marketplace. Access will be available to all registered AFM badge holders.

Jackie Brenneman, President & CEO of IFTA, said the new space is designed to encourage collaboration, partnerships and experimentation with emerging business models as the entertainment sector rapidly evolves.

Guillaume Esmiol, Executive Director of the Marché du Film, highlighted the growing collaboration between Cannes and AFM, while **Julien Marcel, President of Cine Group**, said bringing the Cinemas Club to Los Angeles would extend discussions around innovation and the future of theatrical exhibition to the AFM community.