By Ed Moosbrugger and Jason Islas

November 7, 2013 -- If American Film Market leaders knew in December 2011 what they know now, the big independent film industry trade show might not have returned to Santa Monica this year for its November 6 to 13 gathering that will bring millions of dollars into the city.
           
When AFM announced it would extend its stay in Santa Monica through 2017, the Independent Film & Television Alliance cited several pending developments as weighing in favor of keeping its trade show in Santa Monica, where it has been held since 1991.
           
Unfortunately, some of the expected developments that AFM was counting on haven’t happened, and the AFM isn’t happy about it.
           
“I’m not sure the same decision (to stay) would have been made,” said Jonathan Wolf, managing director of the AFM. “We were promised and assured that new theaters and a renovated Civic Auditorium were imminent.”
           
Instead, plans for a new AMC cinema complex on the site of a city parking structure on Fourth Street stalled, the AMC Criterion 6 theater on the Third Street Promenade was closed and the 3,000-seat Civic Auditorium was shut down while its future is studied.

AFM had seen a renovated and expanded auditorium as a good site for red-carpet premieres.
           
“We are very frustrated,” Wolf said. “I’m not feeling real comfortable.” He said the frustration is “no one thing, it’s the culmination of all of them.”                   
           
The loss of movie theater seats was a blow for AFM, which rents Downtown theaters for film showings. There are about 700 screenings during the trade show.
           
AFM had to renegotiate with AMC to rent its remaining theaters on the Promenade not just on weekdays but also on Saturday and Sunday until 7 p.m. during the trade show, which is expensive. It also had to build extra high-definition screens in hotel ballrooms, not an ideal set-up.

City Hall and Downtown Santa Monica stakeholders are working to change that, however.

“For the last five to seven years, Downtown Santa Monica has been aggressively seeking new theaters in the Downtown core,” Kathleen Rawson, CEO of Downtown Santa Monica, Inc. “We see this as a fundamental piece of the mix of uses we offer. This is something the whole community wants, and it will benefit AFM.”

While plans for the new cinema complex are in limbo, Santa Monica Place-owner Macerich submitted plans for a nine-screen theater on the third floor of the mall, which, if approved, could bring Santa Monica’s first new theater in two decades online before next year’s AFM.
           
Wolf said the AFM is also disappointed that ground has not been broken for proposed new hotels with more moderate room rates, at least by Santa Monica’s standards.

Last year AFM did a lot to promote Santa Monica as a destination to get more people to stay in Santa Monica, but Wolf said it had very little impact. One likely reason is that Santa Monica hotels are too expensive for some AFM attendees. That’s one reason Wolf would like to see more hotels with more moderate rates.
           
“Where’s the modest price stuff?” Wolf said. “Nobody’s broken ground.”        

But, the City is also working on filling that need, said City Manager Rod Gould.

Next Tuesday, he said, the Council will vote on whether to approve two mid-priced hotels that developers hope to begin operating before the Expo Light rail opens in early 2016.

Gould also said that despite setbacks, the City is moving forward with plans to get its historic Civic Auditorium the overhaul it needs to once again become a world-class venue.

That project, while the Council has begun moving it forward, is likely to take years.

Still, Gould said that, as the City makes good on its promise to create a "world-class" venue for the Market, it will hold AFM to its word to bring a "world-class" film festival to the bayside city.

For now, the trade show, which draws almost 8,000 people, will go on in Santa Monica, and the Loews Santa Monica Beach Hotel will again be headquarters.

And, Wolf said, he is optimistic that AFM will “be here much longer” past its 2017 commitment, which is good news for the bayside city.

“We see the AFM as a fantastic piece of business for the city,” said Rawson. “This is an ideal venue, and we want it to be an even better venue in the future.”

AFM is big business for Santa Monica, drawing attendees from more than 70 countries. The average hotel stay in Santa Monica by AFM guests is almost seven days, Wolf said. “That makes us a very valuable piece of business for hotels,” he said. AFM books about 9,000 room nights at hotels, not including Loews.

Wolf said hotel bookings indicate that attendance will be about on par with last year’s 7,749 people, which was down slightly from 2011, although the number of buyers rose six percent.
           
“AFM solidifies Santa Monica’s reputation as a world-class travel destination by providing many economic and cultural benefits to our community including a welcome boost to local hotels, restaurants and businesses during an off-peak season and year-round stable employment for many in our city,” said Misti Kerns, president/CEO of the Santa Monica Convention & Visitors Bureau. Downtown businesses are major beneficiaries.
           
The SMCVB estimated in late 2011 that the AFM would contribute more than $100 million to the local economy over a six-year span.
           
Kerns encouraged businesses and residents to help create a welcoming experience for attendees. For more information, contact SMCVB Communication Manager Kelly Nagle at (310) 319-6263.
           
In addition to the trade show, AFM will again offer the AFM Conference Series November 8 to 12 at the Fairmont Miramar Hotel. Topics include finance, pitch, production, marketing and distribution. Tickets may be ordered with or without an AFM pass. For more information, go to www.americanfilmmarket.com.
           
AFM is offering something new this year -- the AFM Producers Conference for experienced producers from around the world to learn and network.
           
Meanwhile, Wolf said the independent film business seems healthy and continues to grow. There aren’t any dramatic trends affecting AFM, but there is a slow increase in non-English language films.