What’s the purpose of film festivals in the 21 st Century?

It’s sharing. Thanks to global digitalization film festivals are now an exceptional
tool for crossing the communication channels from the most distant places. Film
festivals are helping at the frontline of an increasingly polarized world. Speaking
multiple languages, they give you the ability to hear a rich diversity of voices
from the divided areas. Whatever happens in the farthest place of the world, it
occupies the festival screens within the next year. The information you get is
much more complex than in TV news and there is a chance to speak to
characters or witnesses of the stories directly. Obviously, this contradicts the
glamourous festivals of red carpets and dress codes, which are likely to remain
in our nostalgic golden past. 

Ten Reasons On The Importance Of

Film Festivals
 Posted on April 17, 2019
 By admin
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Anyone close to the organisation of Raindance will wonder; time and time again, year after year,
why the tireless staff at the Film Festival subject themselves to the stress of organising this
annual event. The answer is simple. We at Raindance believe strongly in the importance of film
festivals.

1. Expose independent cinema to new audiences

Most of the general public are bombarded with marketing messages about mainstream movies.
A good festival shows films and related content that are resistant to the commercial pressures of
the standard mainstream fare. It is through independent films made by independent voices that
new ideas are expressed. A great film festival champions these ideals at its core.

2.Test screenings
Over the decades we have seen many filmmakers use the platform of our festival as a test
screening. They attend and canvas the audience in much the same way as commercial film
production companies test screen their films. After weighing and gauging the audience reaction
at a film festival screening, the filmmaker may choose to re-edit their film prior to a commercial
release.

3.Marketing exercise
The importance of film festivals to a filmmaker rests in the marketing nous of the film festival they
attend.

Any filmmaker, large or small, needs to raise awareness of their film. Large studios use large-
budgeted public relations and marketing campaigns out of the financial reach of an independent
filmmaker.

There are three ways a film festival strives to assist the filmmaker in their film’s marketing:

a. Awards
Winning an award is a great reason to put laurels on a festival poster. Of course, the stature of
the festival will determine the importance of the award. But does a passerby really read which
festival has awarded the film? And if the laurel comes from a prestigious festival like Raindance –
wouldn’t the filmmaker make the important laurels larger? Raindance Film Festival has a wide
range of awards, from its features and (OscarTM qualifying) shorts, to its dynamic Virtual Reality
strand.

b. Reviews and interviews

One of the great reasons to attend a festival is to start the hype of the film. Getting local bloggers
and reviewers to view and comment on a movie is one way filmmakers start the buzz about their
latest projects.

c. Selling the film

Certain festivals are really good at attracting film acquisition executives and commissioning
editors to their screenings. These film buyers attend hoping to discover and acquire the latest hot
property before their competitors do.

4.Learning
Many festivals have engaging panel discussions and masterclasses on aspects of filmmaking.
These are of interest to both filmmakers and to the general public. Events like these are a useful
way to promote the filmmakers and their films, as well as to help attendees learn about what
goes on behind the mysterious black curtains shrouding the film industry.

A good series of learning events at a festival will also strive to create debate about important
issues facing not only filmmakers, but humanity in general. At Raindance festival past we have
engaged on panel discussions on a wide range of general interest topics: everything from climate
change, to racial and sexual prejudices and social injustices.

5.Networking
The film industry is a people industry. It’s not what you know, but whom!

Attending a festival with an audience of like-minded people from all walks of life is a great way to
expand your circle of influence, underscoring again the importance of film festivals.

Whatever your position in the film industry, or whatever your interest in filmmaking, a film festival
is a terrific place to meet new people.

6.Platform for new talent

Festivals have traditionally been the place where professionals and filmmakers alike go to spot
new talent. I can remember the first time I went to a film festival in my native Toronto and was
completely swept away by Jim Jarmush’s debut Stranger Than Paradise. The fact that he
attended in person, adorned in black with a mop of prematurely white hair was an added bonus
to his 1984 TIFF screening.

Raindance itself has championed new filmmakers like Edgar Wright, Christopher Nolan and
many others since it’s launch in 1993.

7.Tourism and the local economy

Any community with a successful film festival prides itself in the artistic, cultural and commercial
kudos a festival brings. For a local community, it’s not just the red carpet and all the hype
surrounding a festival. It’s the jobs the festival creates, the hospitality provided to visitors and the
buzz around the commercial establishments in the festival area. Not to mention the hotels,
snacks and meals festival attendees use while at the festival.

With 20,000 attendees in 2018, Raindance estimates that the boost to the Central London
economy to be in excess of £1,000,000. In 2019, for example, Raindance has engaged with the
local businesses to amplify the festival, and to bring business to the local area of
London’s Leicester Square that hosts the festival.

8. De facto theatrical release

Distribution expert Jonathan Sadler will confirm how difficult a theatrical release of an
independent film has become. He has assisted many filmmakers who use the whirl of excitement
surrounding their festival screening as a precursor to their home video and/or online distribution
release. And why not? Film festival run in movie theatres. And it’s a great opportunity for a
filmmaker to strut their stuff in front of the public. And who knows? They might win an award as
well!
 9.Community engagement
Film festival are a great way to unite a community. A festival can get a wide range of people to
enjoy films, engage with the filmmakers, as well as celebrating the stories told with the verve and
enthusiasm of the filmmakers. Festival create a sense of community, where locals mingle with
visiting filmmakers and share their experiences, and react to the work they have seen.

10.Celebrate diversity
We do live in very troubled times. Polarisation is a trend best opposed. And what better way to
break down prejudices than through cinema. Is it not that most of today’s troubles are caused by
misunderstanding of how different people live? Or how they love, work or pay in different cultures
with different religions? And what better way to break down this misunderstanding than to take
an audience to these different world and show how life really is?

Film festivals are a vital piece of the film ecosystem, and their impact
is evident across our culture:

 A platform for new talent

Each year, filmmakers submit their creations to a range of film festivals in the hopes
of getting their work premiered. If a film attracts the attention of festival curators, an
independent creator could have their work showcased in front of an influential
audience. Film festivals have helped open doors for many of today’s iconic
filmmakers including Quentin Tarantino, Morgan Spurlock and Darren Aronofsky.
 Attracting new audiences
When a new or independent filmmaker brings a film to a festival, the viewers have
the opportunity to connect with the story through experiencing the film firsthand. The
festival setting allows them to share their emotions and ideas with the filmmakers,
panelists, and other audience members to open a new perspective on the film. This
process can give the filmmaker insights and even unlock new avenues for the film
with producers, distributors, and others who can bring it to a wider audience.
 Promoting tourism and the local economy
Film festivals can attract attendees from their own community and around the world,
ultimately boosting the local economy. Last year, the Sundance Film Festival
generated $151.5 million for Utah’s economy and brought more than $400 million to
the state over the last five years. The Toronto International Film Festival (TIFF)
contributed over $180 million to that city’s economy.

1. Pure cinema
Festival films are, usually, not yet rated so you will see a film that is in it's purest form.
Not edited for television, cinemas or content. Viewer discretion is often advised but you
don't get watered down versions of anything. They also often take more narrative risks
than mainstream films. A film festival will find these and often create special programs
around themes or genres. 
2. Meet the maker or an on-screen personality
The person or people who made it will likely be sitting next to you. Filmmakers want to
network as much as possible and want to get their message out. They don't have the
backing of a major company so they must be their own travelling publicity team, and
they will be more than happy to chat with you over a brew or coffee. Almost every
festival has had that "special guest" show up to represent a film they were a part of.
Even if you aren't star-struck, you can have some incredible conversations with some of
these name stars who are always good for a story or two! 

3. Exclusivity
You will have the bragging rights to tell all your friends about the movie you saw FIRST
that no one may ever see. You wont know it at the time but you could be watching a
future hit or the birth of someone's great career!

4. Your film has a home

If you are an independent filmmaker thousands of miles away, it would be very difficult
for you to rent a theatre to show your movie, advertise for it and bring the crowds. This
would cost hundreds, maybe thousands of dollars to do. A festival takes care of that for
you and will draw attention to the collection of films that you will be a part of. If you are
lucky you may get a nomination, award and/or a mention in the press. This can go a
long way as you will see in #5

5. Distribution.
I've heard it before and I heard it again on a distribution panel last year. Distributors
suggest getting your film into a festival. They want to know that your movie has been
"filtered" and they are paying attention. Getting reviews, laurels or awards  go a long
way in the marketing and release of a film once you get a distributor(s) on board. As
much as some filmmakers want to dispute this fact, your film on a digital platform with
no reviews / laurels, next to a film that has it's poster full of them, will often get passed
over. Several distributors are also content creators and you will see them out there on
the circuit as well. That should tell you something.

6. Captive Audience
A film festival is so unique in that you have a captive audience, no distractions in a dark
room for almost 2 hours. The audience is watching and listening! 

7. Shorts!
Very simple, if you don't like the film you are watching, wait 5 minutes. Film festivals are
the best, and likely the only place, to watch short works on a big screen.

8. Obscure
Do you even know what an experimental film is? Good chance your local film festival is
screening one. These are often my favourites as they really cleanse the cinema pallate
and can be very inspiring and/or mind-bending. Enter with an open mind and I
guarantee you will leave with questions and conversations. 

9. We are there together

When you are sitting in a room full of people, all watching the same movie, laughing
together, gasping together, it's like an instant "share" button except that everybody gets
it at the exact moment you do. It's a great feeling. 

10. Bucket List

I have heard many people talk about taking a chance and buying a ticket to their local
film festival. This is a great experience that will help you tick one item from that list...and
you might just make some new friends who you will see again when you return the next
year!