How to Prepare and Engage at the American Film Market (AFM) in Century City

The American Film Market (AFM) is one of the most important annual gatherings for the independent film industry – the others being Cannes and Berlinale [with TIFF, Sundance, and Tribeca falling behind in that order]. This year, it will be moving back to California (thank goodness!) in Century City, CA, and thousands of producers, distributors, sales agents, and financiers will be on the ground looking for projects, partnerships, and acquisitions. For filmmakers, it’s not just about showing up — it’s about showing up prepared.

If you’re attending AFM for the first time, it can be overwhelming. Hotel lobbies and private suites buzz with back-to-back meetings. Deal-making can look effortless on the outside, but behind every handshake are months of preparation. The key isn’t just having a good project, but knowing how to present it in the context of a market designed for commerce as much as creativity. In other words, you could have a phenomenal project, but if your business acumen falls short, so too will your pitch.

At its core, AFM is a marketplace. That means buyers are not there to read full scripts or sit through long pitches. They want concise presentations, clear positioning, and an understanding of where your film fits in today’s global ecosystem. Think of it as speed dating for film deals — attention spans are short, and first impressions matter.

Preparing Before You Go

Know your project’s identity. Before walking into AFM, make sure you can describe your film in a single, sharp sentence. A clear logline with genre, hook, and audience baked in is essential.

Bring the right materials. At minimum, have:

• A professional one-sheet (poster image, logline, cast, crew, and contact info).

• A teaser or trailer if it’s available.

• A clear, realistic budget range and financing status (fully financed? seeking equity? gap financing?).

• If you’re coming in without a sales agent or rep, you better know your film’s realistic value in the market. Just because momma thinks it’s a $10MM deal doesn’t mean the market agrees.

Research who will be there. AFM publishes a list of exhibitors and attending companies in advance. Study it. Prioritize who you need to meet: sales agents, distributors, production companies, or financiers who actually work in your lane (genre, budget level, or market). Heavy note here, the sales agents are easy to meet with – they’re normally exhibiting. But distributors are walking and talking, so don’t show up expecting to find office space for Sony (they’re there, but they’re mobile).

Engaging During AFM

Set meetings in advance. Don’t rely on serendipity. Reach out a few weeks before the market to secure time with the right people. Even a short 15-minute slot is valuable.

Be concise. Executives and buyers don’t have time for a 30-minute backstory. Lead with your logline, your cast, and why your project matters now. Then pause and let them ask questions.

Network beyond the suites. Some of the best connections are made outside formal meetings — in hallways, lounges, or even at after-hours mixers. Keep your pitch light and your business card ready.

Listen more than you talk. Buyers may not buy your film today, but they will remember whether you understood the market. Pay attention to what they’re saying about trends, territories, and budgets.

After the Market

AFM doesn’t end when you fly home. The follow-up is as important as the first meeting. Send a polite, specific thank-you email within a week. Re-share your one-sheet or teaser. If someone gave you a note or a market signal, acknowledge it in your follow-up. Relationships are built on responsiveness and professionalism.

Final Thought

AFM is not about selling your film overnight — it’s about building credibility and relationships that position you for deals down the road. If you come prepared, know your lane, and present yourself with clarity, you’ll leave Century City with more than just a stack of business cards. You’ll leave with momentum.

Download the AFM Checklist Here:

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