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Loews Santa Monica Hotel has been transformed into the headquarters for the American Film Market through Nov. 9.
Photo by Damon Biviano
Loews Santa Monica Hotel has been transformed into the headquarters for the American Film Market through Nov. 9.

News, Business, Santa Monica, Film, Tourism

American Film Market Continues With 'Hong Kong Day At AFM' In Santa Monica

Posted Nov. 3, 2011, 12:59 am

Mirror Staff

Day two of the 2011 American Film Market (AFM) in Santa Monica will feature an 11 a.m. opening ceremony to celebrate "Hong Kong Day at AFM,'' with screenings and associated events.

More than 90 new buying companies, buyer registration tracking up 10 percent and general attendance tracking higher versus 2010, according to AFM Managing Director Jonathan Wolf.

Buyers from China are up more than 50 percent and from Germany up more than 30 percent, and buyers from Mongolia and Cambodia will attend the market for the first time.

A total of 415 films will screen at the market for 8,000-plus industry leaders over the course of the eight-day event.

Of those, 69 are world premieres, 310 are market premieres and 29 films will be presented in 3D. Every two hours, 29 films will be shown, as exhibitors from 35 countries hold a total of more than 700 screenings.

“With buyers up and screenings on par with last year, we expect a very healthy and active market,” Wolf said. “And our expanded five-day Conference Series is nearly full with more than 700 attending each day.”

AFM exhibitors continually present the most acclaimed films of the coming year; notably, 18 of the past 31 “Best Picture” Academy Award®winners were sold at the AFM.

This year’s market showcases, among others, Adrien Brody, Steve Buscemi, Jackie Chan, Glenn Close, Chace Crawford, Aaron Eckhart, Peter Facinelli, Michael Fassbender, Ice Cube, Catherine Keener, Keira Knightley, Diane Kruger, Melissa Leo, Blake Lively, Matthew McConaughey, Viggo Mortensen, Carey Mulligan, Elizabeth Olsen, Giovanni Ribisi, Seth Rogen, Rachel Weisz, Michelle Williams, and Michelle Yeoh.

In addition, the Market’s new Industry Conversations program presents intimate, interactive and informative discussions with some of the visionaries, trendsetters and experts of the film industry.

Speakers include Director/Writer Rob Reiner, Producer Lauren Shuler Donner, Kevin Pollak, Selma Blair, and more.

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