Window film is part of the conversation at GlassBuild America 2026 as the industry looks for ways to improve building performance, reduce energy use and address an uncertain construction market. The annual event returns Sept. 23-25 at the Las Vegas Convention Center with more than 500 exhibitors, including 77 first-time exhibitors and 150 international exhibitors, across 198,250 square feet.

Among the products and technologies on display are solutions that highlight the role film can play in improving existing and new glazing systems. This includes switchable window film, which Vitro Architectural Glass and American Window Film are highlighting at GlassBuild. Vitro’s booth includes its InstaVue Switchable Privacy Film. The film features a switchable interlayer powered by Polymer Dispersed Liquid Crystal technology. Placed between two glass panes, it delivers privacy instantly.

Switchable window film does not just turn glass from clear to opaque; it offers flexibility. With the touch of a button, existing glass can provide visual privacy while still allowing natural daylight to pass through. This makes the film increasingly popular in offices, hotels, healthcare facilities, luxury homes, retail environments and educational spaces.

American Window Film’s Jeff Salt says he’s noticed that customers are increasingly asking about switchable film because of its versatility.

“We’re showcasing switchable because we’re seeing, you know, day-to-day, that that is a big request that we’re getting more and more of,” explains Salt. “And then we do have a bird-friendly film as well. Another big thing. Being at GlassBuild last year, I remember there were a lot of bird-friendly glass people walking around or showcasing stuff. So, I just wanted to bring a little bit of the film and show them that, hey, you know, if your glass isn’t bird-friendly, you don’t have to replace it. You just add a film to it, make it bird safe.”

But when film is used for security applications, understanding what it can, and cannot, do is just as important. That point was demonstrated before GlassBuild opened its doors on Wednesday. U.S. Bullet Proofing (USBP) hosted a Guns & Glazing program on Sept. 23 at The Range 702 in Las Vegas. The event included an educational session that discussed different materials used to construct bullet-resistant products, testing standards and protecting against various types of threats.

Following the session, attendees were able to see several types of glass shot, including one with security window film, which was easily penetrated by a bullet. Tony DiPonio, dynamic business development manager with USBP, stressed the importance of educating not only people in the industry, but also architects, owners, schools and others about these products to ensure they are used correctly. He said it’s important to remember that security film itself is not a bullet-resistant product—a point he noted the International Window Film Association has also addressed on its website.