The American Film Marketing Association (AFMA) is to launch its own awards ceremony at this month's American Film Market (AFM), giving out a series of "AFMA Honors" to celebrate the talent integral to independent film-making.

The first awards event will take place on the beach near the Loews Santa Monica Beach Hotel, where the AFM is held, on the evening of Feb 22.

Those to be bestowed with the inaugural AFMA Honors include Arnold Schwarzenegger who will be named Worldwide Box Office Champ; Renee Zellweger who will win an Achievement In Acting prize, Renny Harlin who will be honoured for Vision In Directing and Roger Corman, founder of New World Pictures and Concorde-New Horizons, who will receive a Lifetime Achievement Award.