The American Film Market (AFM) announced a partnership with AMC Theatres that will grant members of AMC’s A‑List and B‑List Movie Club access to a slate of private market screenings during the annual event, marking a notable shift away from the market’s historic focus on industry buyers alone.
Partnership Mechanics
Under the agreement, screenings will be held at the AMC Century City 15 multiplex, situated directly across from AFM’s headquarters at the Fairmont Century Plaza in Los Angeles. Selected films slated for the market’s sales rounds will be shown to eligible AMC members in dedicated auditoriums, separate from the public exhibition schedule. Both the A‑List and the fan‑driven B‑List Movie Club, which reward frequent ticket purchasers with benefits such as discounted tickets and exclusive previews, will be invited to attend.
“AFM will open up select private market screenings to AMC A‑List and B‑List Movie Club members,” the partnership was described in a Variety release.
The collaboration is intended to give sales companies and producers an additional theatrical venue to showcase their titles, while simultaneously providing AMC’s most devoted patrons with early exposure to independent and genre‑bending projects that typically circulate behind closed doors.
Industry Context and Audience Reach
AFM, long regarded as a hub where independent film buyers, distributors, and financiers converge to negotiate deals, has traditionally limited its screenings to accredited professionals. By inviting AMC loyalty members, the market aims to broaden its cultural footprint and generate buzz among a demographic that actively seeks out new cinematic experiences.
AMC’s A‑List program, launched in 2022, offers subscribers unlimited movies for a flat monthly fee, while the B‑List Movie Club targets frequent moviegoers with tiered rewards and advance access to select titles. Both programs have cultivated a community of cinema‑savvy audiences who are accustomed to discovering emerging talent.
Producers and sales agents view the partnership as an opportunity to gauge audience reactions in a real‑world setting before finalizing distribution deals. "Having a theatrical audience, even a curated one, can provide invaluable feedback that influences marketing strategies," an AFM spokesperson told The Hollywood Reporter.
The initiative aligns with a broader industry trend of blurring the lines between trade screenings and public exhibition, as festivals and markets experiment with hybrid models to sustain interest in independent film amidst streaming competition.
Analysts suggest that the added exposure could help under‑the‑radar projects secure additional financing or theatrical commitments, while AMC benefits from positioning its loyalty clubs at the forefront of film discovery. The move also underscores the growing importance of audience engagement as a metric for success in an increasingly data‑driven marketplace.
As the American Film Market prepares for its upcoming edition, the partnership with AMC signals a deliberate effort to integrate the commercial and cultural dimensions of filmmaking, offering both industry insiders and dedicated movie lovers a shared space to experience the next wave of cinematic storytelling.
