AFM Expands With 15,000-Sq-Ft Innovation Hub

The American Film Market is expanding its campus with the launch of AFM House, a 15,000-square foot installation featuring the Innovation Hub, presented in collaboration with Cannes Next, and The Cinemas Club, co-created by the Marché du Film and Cine Group.

The Innovation Hub will feature AI startups, leading tech companies, and forward-looking content, and will be the centerpiece of the AFM House. The AFM House will also host The Cinemas Club, which will feature an exhibition and speaker series focused on the future of theatrical cinema.

The 2026 American Film Market will take place from November 10-15 at the Fairmont Century Plaza in Los Angeles, with the AFM House open from November 11-14. The theme of this year's event is 'The New Global Screen Economy'.

According to Jackie Brenneman, President and CEO of the Independent Film & Television Alliance (IFTA), the AFM House provides a place where the global entertainment community can come together to exchange ideas, forge partnerships, and explore emerging business models. The collaboration between the AFM and Cannes Next underscores a shared commitment to championing innovation and fostering opportunities across the global film ecosystem.

The Cinemas Club was introduced at the 2026 Marché du Film in Cannes and brings together cinema exhibitors, theater owners, distributors, producers, and industry experts for curated discussions on the future of theatrical exhibition, audience engagement, and the evolving cinema experience.

## What it means The expansion of the American Film Market with the launch of AFM House and the Innovation Hub reflects the growing importance of innovation and technology in the film industry. As the global screen economy continues to evolve, the AFM House provides a dedicated space for industry professionals to come together and explore new ideas, technologies, and business models.

The AFM House and the Innovation Hub are expected to attract a wide range of industry professionals, including filmmakers, creators, cinema owners, distributors, investors, and global brands. With its focus on the future of theatrical cinema, the Cinemas Club is also expected to be a major draw for industry experts and professionals.

## Why it matters The launch of AFM House and the Innovation Hub is significant because it reflects the changing landscape of the film industry. As technology continues to evolve and new business models emerge, the need for innovation and collaboration has never been more important. The AFM House provides a unique opportunity for industry professionals to come together and shape the future of the global screen economy.

The 2026 American Film Market is expected to be a major event, with a wide range of industry professionals and companies in attendance. The launch of AFM House and the Innovation Hub is a key part of this event, and is expected to play a major role in shaping the future of the film industry.