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American Film Market 2026 Adds AFM House at Century Park to Expand Innovation Hub Programming
The Apex Times

THE APEX TIMES

Culture/The Apex Times/Aug 12, 12:28 PM EDT

American Film Market 2026 Adds AFM House at Century Park to Expand Innovation Hub Programming

The American Film Market’s 2026 edition will broaden its footprint around a new pavilion, AFM House, built to host programming for the event’s second annual Innovation Hub.

2 min readEditor-approved Apex article

The American Film Market will expand its on-the-ground presence for its 2026 edition with a new venue called AFM House, which will be dedicated to programming for the market’s second annual Innovation Hub. The announcement was made as the market prepares for its fall run at The Pavilion at Century Park in Los Angeles, where the market’s deal and networking sessions will be staged.

According to Deadline, AFM House will be located at The Pavilion at Century Park, 2000 Avenue of the Stars, and will sit across from the Fairmont Century Plaza, where the American Film Market is scheduled to unspool its broader activities. The new space is intended to give the Innovation Hub a defined home within the larger market footprint, with programming planned for the duration of the event.

Deadline described AFM House as an indoor-outdoor setup, a design intended to support a mix of demonstrations, meetings, and sessions tied to the Innovation Hub. The report framed the expansion as a step up from the Hub’s inaugural run, noting that AFM House will specifically host Innovation Hub programming for the second year of that initiative.

The American Film Market is widely used by studios, independent producers, distributors, and financiers as a place to negotiate content deals and film-related partnerships. By allocating a dedicated pavilion space to innovation programming, the market is positioning the Innovation Hub as a core component of its broader marketplace model rather than a side program.

The new location also reflects the market’s effort to consolidate activity around a recognizable set of facilities near Century Park. With AFM House situated at the Pavilion and adjacent market operations continuing across at the Fairmont Century Plaza, organizers are effectively splitting parts of the program between venues while keeping attendees within a walkable area.

No additional details on the specific Innovation Hub sessions, participating organizations, or featured technology categories were included in the report. Deadline did not list names for programming partners or provide a schedule breakdown, focusing instead on the new physical footprint and its intended role.

The market’s organizers will now move from planning announcements to operational setup for AFM House. Attendees seeking Innovation Hub programming for 2026 are expected to use AFM House at The Pavilion at Century Park as the on-site point for the event’s second-year innovation programming, with other market components continuing at the Fairmont Century Plaza.

Why It Matters

  • A dedicated AFM House venue is designed to give Innovation Hub programming a stable, recognizable location within the larger American Film Market footprint.
  • The expansion reflects how the market is treating innovation programming as a central part of the 2026 marketplace experience.
  • By consolidating activity around Century Park facilities, organizers are reducing friction for attendees moving between different parts of the event.
  • The indoor-outdoor design suggests the market is preparing for formats that can accommodate both structured sessions and more open networking or demonstrations, based on how the Innovation Hub is positioned.
  • Because the report did not include a detailed lineup, attendees and industry participants will need updated program information as the event approaches.

Sources

Key Facts

  • The American Film Market 2026 will add a new venue called AFM House.
  • AFM House is planned to host programming for the event’s second annual Innovation Hub.
  • AFM House will be at The Pavilion at Century Park, 2000 Avenue of the Stars.
  • Deadline reported AFM House will be across from the Fairmont Century Plaza, where the market will unspool broader activities.
  • Deadline described AFM House as an indoor-outdoor space designed to support Innovation Hub programming.
  • The report did not provide a session-by-session schedule or names of Innovation Hub participants.
American Film Market 2026 Adds AFM House at Century Park to Expand Innovation Hub Programming | The Apex Times