AceShowbiz - After an extraordinary quarter-century at the helm of the Independent Film & Television Alliance (IFTA), the esteemed association behind the American Film Market (AFM), Jean Prewitt is set to conclude her tenure. As president and CEO, Jean Prewitt has steered IFTA and the AFM through some of the most tumultuous periods in independent film history, witnessing seismic shifts from the rise of streaming platforms and the subsequent redefinition of the theatrical market, to the unprecedented COVID-19 shutdowns and the recent, impactful dual strikes. Her departure will follow this year’s AFM, marking the end of a remarkable era.

Reflecting on her lengthy commitment, Jean Prewitt shared with THR, “I never planned to stay for 25 years.” She recalled a pivotal conversation during her initial interview with legendary indie film financier Lew Horwitz, who asked if she intended it to be her final career move. Her response then was unequivocal: “No, absolutely not.” Now, a quarter-century later, she acknowledges the passage of time: “I realized, 25 years in, if I don’t move now, it will be my last job.” This candid reflection underscores a desire for new challenges and a recognition of a career well-spent.

Before officially handing over the reins, Jean Prewitt is orchestrating one final, significant event. Following three years of considerable upheaval, which included last year’s much-discussed relocation to Las Vegas, the 2025 AFM is poised for a triumphant return to Los Angeles. This highly anticipated move brings with it a new, and hopefully permanent, home at the luxurious Fairmont Century Plaza in Century City. This strategic shift aims to re-energize the market and reinforce its traditional ties to the heart of the entertainment industry, a move widely welcomed by industry professionals.

Despite this positive development, the broader landscape for the international independent film business remains fraught with uncertainty. Theatrical distribution continues its slow recovery from the lingering effects of the pandemic, while major streaming services have significantly tightened their acquisition budgets, making it harder for indie films to find buyers. Adding to these challenges, the rapid advancement of artificial intelligence (AI) threatens to disrupt virtually every established business model within the industry. With production and distribution costs consistently on the rise, many producers and sellers are increasingly scrutinizing the value proposition of attending a six-day, in-person market. The competitive pressure is further exacerbated by Toronto’s ambitious plans to launch a competing fall market next year, potentially fragmenting the market landscape even more.

Nevertheless, optimism persists for the upcoming event. The AFM 2025 is already sold out, a testament to the enduring appeal and necessity of the market. Jean Prewitt firmly believes that the show’s core purpose remains vital: to serve as an essential hub for dealmaking, discovery, and fostering solidarity among independent filmmakers and distributors worldwide. She eloquently articulated this sentiment, stating, “If you’re not at the table, they’re going to eat your lunch.” This powerful metaphor encapsulates her unwavering commitment to ensuring independents are not overlooked or marginalized in an increasingly competitive global market. “And I’ve been very good, I think, about making sure we’re not forgotten,” she added, highlighting her proactive approach to advocacy.

Jean Prewitt recently engaged with THR in an in-depth conversation, delving into her 25 years leading the AFM, the profound evolution of the indie film world under her watch, and what she anticipates missing most—and least—about her demanding role. When questioned if, given the current disruption, she was content that this would be her final AFM, her response offered a glimpse into the daily pressures of her position: “It depends on the day. Last night, when I was in the middle of listening to two departments debate whether we were organizin…” Her legacy is undoubtedly one of resilience and dedication, leaving an indelible mark on the independent film community.