April 29, 2004

SFIFF: Five-Point Plan

SFIFF Jonathan Marlow proposes a few items for rethinking that, while they apply specifically to SFIFF, will also be of interest to anyone curious as to what sort of factors the organizers any festival must consider:

I do not expect these words to win me any new friends at the San Francisco Film Society (presenters of the San Francisco International Film Festival). However, this being the fifth film festival that I've attended in the past four months, combined with my experience working with other festivals (and with ready comparisons between this and the other events fresh in my mind), it seems advised that I present a brief plan for a seemingly necessary remodel of SFIFF.

None of these items are revolutionary. In talking with a few dozen attendees at the festival, each point was mentioned numerous times by someone other than myself.

1. Rethink the Management

I might as well address the most problematic item first. Admittedly, filling Peter Scarlet's position was a pretty tall task. In her first year, I gave Executive Director Roxanne Messina Captor the benefit of the doubt. She seemed to be an odd choice but, from what I understood, she was added to the organization to contrast Scarlet's skills (or, as some have stated, lack thereof). SFFS definitely needed someone with management strengths and, theoretically, Roxanne brings that to the table. Why, then, did a number of guests complain about the poor organization of the event this year? I was informed, back at the time of her hiring, that Roxanne had many high profile connections that would bring more money into the festival. Why, then (even in light of a poor economy), was it imperative that they cut their programming staff? Worst of all, Roxanne repeatedly fumbles the introductions of the many film she presents -- even from prepared notes. I've heard a rumor that much has been done behind-the-scenes to mend these (and other) inadequacies. Wouldn't it be easier to replace her? This isn't a personality issue. In private, Ms. Captor is exceptionally likeable and friendly. Perhaps she brings strengths to SFFS that are otherwise unnoticed in public. Regardless, as I continue my travels to festivals around the world, nearly every time I mention that I'm from San Francisco someone mentions Roxanne. The comments from these otherwise unconnected strangers are better left unprinted here.

2. Rethink the Venues

Leave the Kabuki. I'll admit that I've only lived in San Francisco for a little less than four years but, in that entire time (and probably earlier), Kabuki was known as the "home of the festival." This seems purely for the convenience of the festival and not for the pleasure of the audience. It could be argued, of course, that it is easier to get from one film to another if they're screening in the same multiplex. However, this venue is a nightmare (particularly since the event falls every year during the Cherry Blossom Festival -- more about that later). The Castro is the jewel of the city, theater-wise. For a variety of unexplained reasons, it is only used eight of the fifteen days. Next year, every effort should be made to secure the Castro as a SFIFF venue for the entire duration of the festival. Other single-screen venues should be considered as well (with particular attention to somewhat unconventional opportunities like the Herbst Theatre).

3. Rethink the Pricing

This year, tickets reached an amazing $12 (up $2 per ticket from last year). Granted, there are some breaks (members pay slightly less, of course, as do Seniors, Students, the Differently-Abled; weekday matinees are also reduced in price). Still, where do these dollars go? In nearly every case, prints are not paid for (although shipping can be significant expense; even so, it appears that there is a sponsor for that this year); hotel rooms and airline tickets are generally provided by the appropriate sponsors (although, outside of Delta, it isn't clear if they landed an airline sponsor this year); opening and closing nights, among other activities, are underwritten by events sponsors; the venues are generally donated to the festival (or they participate in some form of revenue-sharing); much of the staff is volunteer. For an event that last two weeks, these revenues support (in part) an organization that exists for another fifty weeks beyond. A very small part, actually, because the SFFS could only continue with a sizable member base and major donors. To put this in perspective, the recipient of the Mel Novikoff award this year is co-founder of Le Giornate del Cinema Muto (otherwise known as the Pordenone Silent Film Festival). Should you be interested in attending that event, outside of paying for the opening and closing events, all screenings are essentially free. Naturally, I am not proposing that the San Francisco festival eliminate ticket prices entirely. However, I think it will be clear that attendance should be down this year, largely (in my humble opinion) because of ticket prices. If they need additional revenues, they need to improve their major donor strategies, not subsidize the festival on elevated ticket prices. Strange, too, that the pitch for membership this year is particularly muted. I've only attended one screening where it was even mentioned.

4. Rethink the Duration

Opening night falls on a Thursday. Closing night falls on a Thursday. Why? Conventional logic would suggest that a "Thursday closing" relates to the "Friday opening" of other films. In other words, ending the festival on a Thursday is more convenient for the available venues. It certainly isn't handy for the audience. Ending the festival on a Saturday or Sunday would allow for additional screenings of films in the festival. A similar decree -- screenings before 5 pm do not count as "second screenings" in my book. This is not to imply that most people keep "banker's hours" (although most people do). It merely seems a bit strange to invite a filmmaker from Australia for a single screening of her film at 1:45 pm on a Tuesday. If it's good enough to be in the festival, it should be presented at an hour when more people could actually attend.

5. Rethink the Dates

This last item might be impossible but it needs some consideration. As the nation's oldest festival, it should also be one of the most prestigious. However, take a casual look at the program. Of the 96 "new" features presented at the festival, only twelve (roughly 13%) are listed in the catalog as "2004" releases. Ten of the films even hail from 2002. The 77% remaining are 2003 releases (and only three films are premiering here). These figures are somewhat anecdotal. These films are largely all "new to San Francisco." Still, from a programming standpoint, it makes SFIFF a "festival of festivals," the (occasionally) best titles having screened elsewhere. One could argue that it hardly matters since most attendees of SFIFF haven't made an appearance at any other non-regional festival. The issue is more complicated, though. By occurring shortly before Cannes, several high-profile films are unavailable for SFIFF (the festival in Seattle has a similar problem in that it occurs in late-May, just after Cannes has ended -- with all programming decisions made long in advance of those dates). Instead, we're subjected to a number of films that are screening only a few weeks before their regular release date. If the San Francisco International Film Festival wants a better selection of films, it would be quite an improvement if it took place in June (prior to or directly following the Frameline Festival). In a city with as many competing festivals as San Francisco, it might be difficult to make a "sea change" as large as this. Other festivals would not be pleased with the 500-lb. gorilla changing dates. I still find myself returning to the same argument, however. Should the festival be planned around what is good for the audience or what is easiest for the staff?

I welcome any and all comments (and corrections to any factual errors above).

opinionatedly,
Jonathan Marlow

Posted by dwhudson at April 29, 2004 11:43 AM

Comments

I agree with a most of this -- the intros by Captor and others were particularly amateurish this year (Michel Ciment excepted) -- but I wouldn't recommend moving more screenings to the Castro. I love the theatre for its programming, atmosphere, and Mighty Wurlitzer, but it has well-known acoustical problems with many movies. This year, at least two filmmakers even commented on this during their Q&As: Jim Jarmusch quoted something that RZA and GZA say in his movie ("in case you missed it") and Bob Smeaton assured the audience that despite what they heard, the music in his movie "Festival Express" sounds great in the right theater.

I'm not picky, but unless the mix suits the Castro just right, dialog can be really hard to make out. The Kabuki's house #1 is far better, even with the Cherry Blossom parade going on outside.

But what's the deal with all the people being ushered into screenings 20, 25, even 30 minutes into the movie? It's really distracting to be processing the rush lines so late at almost every screening.

Posted by: davis at April 30, 2004 12:11 AM

Personally, I don't mind the Kabuki since it's one of the rare venues in San Francisco near a parking garage and it's along the best bus line in SF, the 38, and walking distance from many others. Although the Castro is in someways more public transit accessible, parking is nearly impossible. And the Castro, although beautiful and a wonderful place to see a film, as was said above by Davis, it has acoustic problems. Plus, if any digital film is shown, HUGE problems can arise due to the Castro's set up. The showing of SKY BLUE was horrible and (English Version) Director PARK Sun-min was quite upset with the presentation, realizing most of us were unintentionally exposed to pixalation fuzziness. Plus the sound was awful, as if it were in mono. So I recommend keeping it at the Kabuki but coordinating better w/ the Cherry Blossom Festival.

Personally, I prefer Seattle's festival to ours, and try to head up there every year. San Francisco's festival has a strange affinity w/ Hollywood, completely at odds with the alternative-identity of this city. I mean, LAWS OF ATTRACTION as the closing film? Everyone I talked to was, to put it nicely, confused by that selection.

But one friend gave me a nice perspective on the SF International's position, however, that extends from your point of where SF lands on the Festival calender, that is, BC, (Before Cannes). They also have TONS of competition in SF. Part of why I came to this city is because of all the films made available out here due to the many festivals and rep houses. So SF Internattional has a limited number of "new" films to bring since some of the best have been shown at other festivals in the city. In other words, they have more competition than festivals elsewhere. This would also explain the less than knowledgeable introductions we get from many of the people introducing the films. (I'd like to note here that Roger Garcia is an exception this year. I enjoy hearing his comments and was disappointed to not see him present at more of the films I saw.) The staffs at NAATA, Frameline, PFA, Yerba Buena, IndieFest, etc., are just more knowledgeable and better presenters than at SF International. Whereas other cities will have the best and most knowledgeable film buffs working for their main, and often solely, International festival, SF has some of the most exciting film buffs focusing their work with other festivals.

That said, I'd rather the SF International stay where it is on the calender and be forced to compete with all the variations on theme that SF provides. Why should we give the SF International a privileged space? It would be like giving Hollywood a privileged space over alternative cinema, which, sadly, we already do. In a sense, the SF International's lesser performance is a product of the alternative viewing preferences of The City. This doesn't make me sad, it gives me hope.

Posted by: adam at April 30, 2004 9:18 AM

Some great comments here. I'd only add, re: the Kabuki vs. other venues, that it's sort of a damned if they do, damned if they don't, situation. As the above commenters put it, the Castro is wonderful in many ways but as a primary venue it wouldn't cut it. Also, they really do need multiple screens within proximity to each other, which in SF basically means multiplexes. Which narrows it down -- because you can rule out the other AMC theater (ugh) who wouldn't give up their two weeks of first-run Hollywood crap anyway, and the Embarcadero, which logistically could work (and I prefer to the Kabuki) except that it does not have a large house like the one the Kabuki has, and less screens. Ideally, the city would get Redford or someone to come in and build that indie festival multiplex venue and that would be the place to house it (near the Presidio would be great, too because of the proximity to the fest's office). But for now... I think they're stuck with the Kabuki. But I do agree that the timing should be changed -- the cherry blossom fest becomes more of an aggravation for those of us who go to the festival every year, especially for those of us on deadline or needing to get there quickly to interview someone or go in and out. It's a logistical nightmare and I'm not sure about the bus system being as reliable over there as Adam says, but it's definitely a better bet than the Castro's parking situation. If they could just push the dates back or forward a bit...

I did think their overall selection of films this year was pretty solid, though, regardless of how many of them were world or US premieres or whatever. It's true that they now have to compete with a lot more film festivals, both locally and internationally, so it's never going to get a ton of premieres.

And I hate the Hollywood stuff too, especially for films that are opening nationally the next day, but something along those lines is probably a necessary evil in order to attract the number of donors, sponsors, and celebs needed to keep a fest of this size going. Speaking of which, I agree, too, that the exorbitant ticket prices seemed to be punishing the wrong people -- preventing a lot of moviegoers from attending. The economy sucks these days so I know there's a trickle down affect hurting all nonprofits, but it seems a few more corporate sponsors and SF philanthropists could keep those prices down at least a bit.

Next year, SF film festival will be at my house! It's small, and parking sucks, and only one screen, but no cherry blossom festival!

C

Posted by: Craig P at April 30, 2004 10:01 AM

hmm hmm okay let's see.

management: the aspect of this that bugs me is that my ticket is carefully controlled and checked by as many as four people, but then the film is barely introduced, the room lights are configured wrong during the Q-A sessions, and the Q-A facilitator rarely has more than one starter question of their own. there's a strange "i like cinema but i don't love it" vibe in the air. i do appreciate how tightly things are scheduled, i do.

rethink the venues, rethink the duration: the combination of the thursday closing and the oldest multiplex in town suggests that the fest lacks community support. the size of the crowds doesn't seem to indicate that, so maybe the trouble is the relationship with city government or the arts establishment. or just that the arts situation is generally pretty fucking shabby - note the many theater closures, many during "the boom." i agree that more should be done at the castro, and that the SFFS could help find money to do the castro an audio favor or two. also agree that other multi-screen venues are even less attractive, inside and out. anyhow - good points - but "we do what we can" is a fairly strong defense against them - in the absence of a multi-year plan, i would expect status quo.

rethink the pricing: yeah. WTF. on the other hand, i blame sorry ass arts funding for nearly everything, including iraq and the pile of laundry in my bedroom.

rethink the dates:(1) i agree. the timing between cannes and the academy awards seems to guarantee zilcho exclusives. putting the thing somewhere in sight of pride month and summer tourists would be an unbelievable new height of profile if if if a better venue were available. i like the presidio idea, but what other services are there for people on breaks between movies? how i wish there were a multiplex near north beach - maybe a plan to move there could accompany the opening of the new train line from downtown. maybe that's an idea to pitch to the city and other possible partners. i know one could write a book on the politics of san francisco parking (for reference see: garage, museums, golden gate park).

(2) however, SF is not a primary media market and the SFIFF doorway maybe leads nowhere. peter scarlet didn't care: he loved the stuff that was headed for housebound obscurity. (i ran into him many times at the PFA during the rest of the year, and i can tell you, the movies we both went to see were not interesting to other folk.) in any case zilcho major exclusives may be a birthright. ladies and gentlemen, the roles of "toronto" and "park city" in tonight's performance will be played by cities in ontario and utah, respectively. are any purchasing decisions made in SF? is that something you think should be taking place?

(3) most people don't have the money or time to go to seattle for an entire film festival. i'm one of those people. in fact i love the kabuki-castro axis because both are less than 20 minutes' walk from my home. however it's silly to argue that the SFIFF shouldn't be featured among the fests in the city. it's the best, deepest, widest of all of them. if indiefest folk or SFIAAFF folk or anybody else feels like "beating" the SFIFF is a goal, that's dumb - this is all about getting movies and people together, and the other fests i think do not want to see what happens if the big show fizzles. maybe space between the up-and-comers and the grand dame would help reduce donor fatigue - think of the spectrum of festivals as being like an opera or ballet or sports season, and sell season tickets to the lot of 'em.

Posted by: "chirp" at April 30, 2004 1:30 PM

I agree with the above complaints and want to add a couple more:

Festival passes at the SFIFF are a joke really, with any bulk ticket plan not really worth the cost considering the number of films you will be able to see. I think Toronto is a much more reasonably priced festival in this regard since I think I got a 50 pass last year for less than 400 US (I don't remember the exact price but it worked out to a little less than $7 a ticket). I won't even get into press accreditation for independent online critics because I don't want to sound like sour grapes.

Midnight screenings have been a joke at this festival in the two years I have gone to it, but it was especially weak this year (Marronnier is the worst film I have ever seen in a festival) and I know there are certainly some better films available, even cherry-picking from other festivals.

Speaking of that, why repeat any films from last months San Jose Cinequest -- Double Dare and The Man Who Copied are certainly decent enough films but couldn't they find other films that haven't already screened in this REGION OF NORTHERN CALIFORNIA to show.

Also, especially compared to Toronto, this area of San Francisco (right around the Kabuki) seems to have a few disadvantages for festival going. First the different venues are not within walking distance or even reasonable transit distance so you can go back and forth easily. I end up pretty much staying at the Kabuki for most of the fest because I don't want to miss a screening time in order to haul my ass over to Berkeley. Also getting food fast seems to be a major point for festival going and this area of SF is not great for such quick eat-and-go places; featuring an awful Burger King and far too many eateries up Fillmore that will waste precious screening time.

Posted by: Jason at April 30, 2004 2:29 PM

ah see, the trick for quick food is the japanese restos on the northern japantown plaza. ramen! curry! cold noodles! yum.

Posted by: "chirp" at April 30, 2004 2:53 PM

Yeah, I should have warned up front that I am not a big enough fan of Japanese food to have it all the time - I was sorely missing the hot dog stands of Toronto, etc.

Posted by: Jason at May 1, 2004 12:46 AM

Everything you've said here, other than ticket pricing, reminds me of simlar problems with my home film festival, the USA Film Festival in Dallas, Texas.
I'm wondering how widespread these sorts of problems really are?

Posted by: anonymous at May 1, 2004 1:28 AM

re: management and "there's a strange 'i like cinema but i don't love it' vibe in the air."

possibly related to the vibe that the sffs is more about the s than about the f?

Posted by: anon at May 2, 2004 12:57 AM

mebbe. i don't go to the parties, i just go to the flickers.

Posted by: "chirp" at May 2, 2004 5:37 PM

Point 1: I don't know enough to really comment.

Point 2: I agree with others' comments about the Castro and its sound problems (Still, it's a perfect venue for many events). In previous years the Cherry Blossom Festival only monopolized the streets outside the Kabuki for one weekend and only used Theatre 1 on one Saturday. That didn't seem like too much of a burden. But this year the Cherry Blossom folks decided to expand their festival to two weekends, and it came at the expense of the SFIFF. I think there can be a great symbiosis between the two events, but I wonder if the SFIFF's shrinking role at the Kabuki is indicative of deeper problems with the festival.

Point 3: I think Sundance tickets are even more expensive. If SFIFF is trying to increase its status as one of the premier film festivals in the US, I wonder if they feel that increased ticket prices are some kind of badge of respectibility.

Point 4: I'm neutral on this one.

Point 5: No no no. Make a slight change to avoid conflicting with Cherry Blossom two weekends in a row, but don't move SFIFF to a completely different place on the calendar. The position just between Oscar/Awards season and Cannes seems like a perfectly reasonable slot, even if it does mean that we have to see Goodbye Dragon Inn almost a year after its premiere. There are plenty of other fests (Hong Kong, Buenos Aires, Istanbul, Singapore, and now Tribeca) that have to contend with a similar place on the calendar, and they are among the most respected festivals in the world, outside the big five (Cannes, Berlin, Venice, Toronto, Sundance). San Francisco can make this slot work, it just takes a bit more programming guts.

Posted by: Brian at May 3, 2004 7:26 PM

calendar slot could/should work to the advantage of any given festival that is beyond a few hours' travel of southern france - an appetizer, a challenge, an unrelated treat. and here, after the long dark winter of middle-brow crowd pleasing, i'll watch virtually anything that lacks sweeping orchestration. these easy obvious advantages in mind, is there a temptation to use the SFIFF to restate the oscar premise in higher-brow language? maybe because the big international flicks are a little stale, maybe because we have this el-lay-nemesis thing going...

to re-focus the festival i wonder if a new category might be developed, for anthropological fiction films - films which include food, courtship, generational relations, faith, work, play, music etc - not pedagogy - exploring the human experience in greater detail. a prize for this might be inappropriate but it could be treated like a fest-in-fest thing, a thread running through, with signposts in the catalog.

Posted by: "chirp" at May 3, 2004 9:47 PM

This is kind of an old discussion by this time, but the Sf Chron reported this morning that the fest got hit with more than a 20% drop in ticket sales this year. They're certainly doing SOMEthing wrong.

Posted by: Tod Booth at May 7, 2004 11:12 PM