I think the real roadblock to LAFF or any festival in L.A. becoming "world class" is really two or three problems, starting with the fact that having it in L.A. makes it not very exciting for people who live in Southern California and especially who work in the film industry. It's more fun to go to just-far-away-enough places like Palm Springs, Santa Barbara, or even Newport Beach, and see a bunch of films than to try and fit in a some movies around your regular schedule -- which is what alot of people do all the time anyway. And, for the people who live in those places, the event provides an exciting change of pace and it kind of stands out in the local landscape.

Which leads us to the other problem: L.A. is a very defuse place. The layout of the town itself has a way of swallowing events and draining them of their excitement. This is probably why other truly major cities which also have lots of resident filmmmakers/industry people like Toronto and NYC have done so much better. Centering it in the Westwood Village area, which houses most of L.A.'s remaining non-plex theaters, is a good start, though.

Still, I'm guessing that if you took a random poll in, say, Downtown L.A. at lunch hour and asked people about LAFF or any other film festival in Los Angeles, probably 70% of them, more or less, would give you a completely blank look. I actually live just over the county line now, so it's possible I'm wrong if they've done a really good job of creating awareness, and that would make me happy.

I have to disagree with you, Bob. If anything, I think the LAFF has gone a long way in getting a greater awareness out this year regarding the festival. I believe they are getting good crowds of locals, I being one of them. I've never attended a festival before until now. And yes, I am fitting it into my schedule since I work a full time job. But that is the beauty of this fest. It is close to where I work and live, so convenience (and FIND membership benefits) is a huge factor. This has been such a wonderful experience for me I am already making plans to visit Cannes and Sundance next year. I'm hooked.

So, why wouldn't it be exciting for locals because it is held here in LA? Honestly, we've never had it so good.

From the others I have spoken to during the last few nights, LAFF has really turned the festival around this year. Yes, we'll forgive them for screening "Transformers", which I am looking forward to (guilty pleasure), but the film doesn't really belong in an "indie" festival setting. However, this is Hollywood after all, and it did sell-out within the day of listing. Every screening I have been to (six, so far) has had a full audience with a line stretching around the block. And the films, for the most part, have been really enjoyable and extremely well received. The bulk of the people I have been speaking with in line and after the screenings have been locals, most involved in the industry one way or the other.

As for polling people downtown... I think no matter where you go, and who you ask, with regard to any festival going on in the world at any time, you could easily find the bulk of the people returning a blank stare. Until recently I have been a member of that group. Yes, I believe LAFF has done a much better job in getting the word out this year. And there is always room for improvement. But look on the good side of things: LAFF is screening over 150 films (I think that is what I heard one rep say) with a good mix of genre for everyone; they are utilizing the Westwood theatres to great effect; free, outdoor screenings of "classic" films nightly on Broxton (I caught "Night of the Comet" just the other night); several tribute screenings (most of which are free, as well), a family day event coming up on Saturday, several "coffee chats" and "lunches" with filmmakers, producers, directors, writers, fx makers, you name 'em.

As I stated before, this was my first, but definitely not my last, festival. Even though I am exhausted from all the late night screenings, I am so looking forward to the rest of this week. I've spoken to more complete strangers while waiting in line because of our common love for film. So, quit your grousing, get your butt down here and have some fun. I'll even buy you a popcorn, or meet you for free drinks at the Target Red Room.

Cheers!

Jonathan -- Hey, this is one case where I'm happy to be wrong. It's possible that, as an L.A. native, I have an idealized view of what festivals in other cities are like. Have a great time. Wish I could join you! (I'll probably only go to one or two events this year.)