The sprawling American Film Market (AFM) practically took over the beach front area at Santa Monica beach. Run in conjunction with the AFI Fest film event, the AFM is a marketplace, and not a convention, where production and distribution deals are closed. The AFM transforms The Loews Santa Monica Beach Hotel, the Le Merigot Beach Hotel, and many other venues along the Santa Monica beach front area into a busy marketplace where 23 screens on the Santa Monica Promenade and the surrounding com
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