Lights, camera, rebrand!
It’s official. Nearly four decades into its existence, the San Francisco Jewish Film Festival is undergoing a makeover, renaming itself the Jewish Film Institute. The change coincides with the start of the 35th annual film fest, which opens July 23.
“It’s a way to clarify to our audience the breadth and scope of what we do,” said JFI executive director Lexi Leban of the name change. “There’s a lot to a name. A festival connotes something seasonal. San Francisco connotes something regional. We’re beyond that. We’re really solidifying our sustainability.”
Although the annual film festival remains the flagship event, the Jewish Film Institute will expand its profile as a full-service media arts organization.
Programs that fulfill its mission include the New Jewish Filmmaking Project (which mentors budding filmmakers), a filmmakers-in-residence program, year-round screenings and “JFI On-Demand,” a new partnership with Vimeo that makes available for online streaming some 1,500 films from the JFI Film Archive.
Leban said streaming is a good way for those unable to attend the festival to see some of the films that have made the San Francisco Jewish Film Festival the largest event — and the first in the United States — of its kind. “The ramp-up of online material will increase the depth of engagement with the festival,” she added.
JFI program director Jay Rosenblatt stressed the importance of year-round screening, noting, ‘There are some films we cannot get for the festival, but with year-round screening we can now show them.”
Leban said the JFI, headquartered in the up-and-coming mid-Market area, also intends to serve as a consultant for other Jewish film festivals around the world. — dan pine