The American Film Market Association (AFMA) has extended its contract with the Loews Santa Monica Beach Hotel to host the AFM - which was to expire in 1997 - until the year 2000. 'We are pleased about this and very encouraged about the city's willingness to have us remain,' Tim Kittleson, executive director of the American Film Market, said after signing the contract.
The market, which moved from Beverly Hills to Santa Monica in 1991, is estimated to pump around US$7 million into the Santa Monica economy each year and the news of the contract's renewal has been well received by the city. 'We are always being wooed to go elsewhere,' Kittleson said. 'But after five years in Santa Monica, film market participants have become comfortable with the benefits of holding the event by the beach with the nearby leisure and shopping attractions. The AFM is also encouraged by other community improvements, including the planned civic centre project.'
The new contract allows the AFM the use of the entire hotel including the second floor which will add an additional 16 rooms normally reserved for regular guests of the hotel. There is also the possibility for the future that the neighbouring Maguire Thomas Partners 175-room hotel project will come to fruition giving the AFM even greater room for expansion in Santa Monica beyond the year 2000.
The AFM dates for 1997 are from 27 February - three days after the closure of the Berlin International Film Festival on 24 February - through 7 March. CHRISTOPHER PICKARD
© 1996 - MOVING PICTURES INTERNATIONAL
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