| Film festival aiming for audience share
Poorly funded venture sees a big future
04:17 PM PST on Saturday, February 25, 2006
By CARLA WHEELER and DOUG HABERMAN / The Press-Enterprise
In Dr. Harki Dhillon's eyes, the Riverside International Film Festival could one day become the little film festival that could.
He sees filmmakers bringing edgy independent films to town and Hollywood studio bigwigs brokering deals with them. He sees A-list stars such as Meryl
Streep sashaying down the red carpet like they do at the Palm Springs International Film Festival.
"Tom Cruise is nice, but he is on everybody's list," said Dhillon, an orthopedic surgeon and founder, director and president of the festival that
was launched in 2002. The 10-day event ends Sunday at the Metropolitan University Village Cinemas, closing the 54-film schedule with Kavi Raz's
post- 9/11 tale "The Gold Bracelet."
Dhillon dreams big. But reality shows how difficult organizing a successful film festival can be.
Attendance after three years still hovers around 2,000. "American Blend," the opening film, brought in about 200 people but 20 to 70 people per movie
in the 120-seat theater is closer to the norm.
"I'd liked (the movies) a whole lot. I'd just like to see more people in there," said Liam O'Dien, 16, of Riverside, who joined 25 others to watch a
student film showcase on Wednesday afternoon co-sponsored by the Riverside Youth Council.
Still, Dhillon sees progress. Organizers, who received nonprofit status for their group this year, didn't count 2005 attendance because many people
received complimentary admissions, he said.
Only 10 to 15 people came to some screenings last year, but Dhillon said numbers are up now.
"Every showing has more people than last year," he said.
Palm Springs drew 112,000 attendees in 2006, with films often sold out in the three theater complexes.
Riverside honored their first Hollywood star, Dee Wallace of "E.T." fame and the new ABC series "Sons & Daughters," with a lifetime achievement award at
last week's gala opening. The Palm Springs' star lineup included Charlize Theron, Jake Gyllenhaal and Terrence Howard, all Oscar nominees.
Though young independent filmmakers brought fresh fare to Riverside in the form of student films, the new thriller "Ten Til' Noon" and the dramatic
comedy "American Blend," the lineup also was peppered with films already on DVD such as the spoof "Sasquatch Hunters" and a Mexican comedy "Santos
Peregrinos."
This year Palm Springs screened most of the foreign language Oscar submissions, including finalists such as South Africa's "Tsotsi" and
France's "Merry Christmas."
Riverside's organization operates on a budget of about $50,000, including $10,000 combined from the city and Riverside Public Utilities.
The Palm Springs festival's budget is $2.5 million, including $350,000 from the city and support from sponsors such as the Agua Caliente Band of
Cahuilla Indians and Mercedes Benz.
"The quality (of films) is great," said Dhillon, summing up the organization's woes in one word: "Money," he said, rubbing his thumb and
index finger together, adding that the festival needs "marketing, marketing, marketing."
TERRY PIERSON / The Press-Enterprise
Dee Wallace-Stone accepts the 2006 Riverside International Film Festival life time achievement award at the festival's gala opening. Wallace-Stone of
"E.T." fame is on the new ABC series "Sons & Daughters."
But with more than 600 festivals in the U.S. competing for new films,experts say Riverside faces some major hurdles besides better marketing
"To be Palm Springs, that's big. You have to pull out all the stops," said Nick Ashjian of Right Angle Studios, a Marina Del Rey-based film festival
consulting firm. "That's a good dream -- a good goal to look toward."
Phil Scanlon, producer of the first Golden Shorts Film Fest in Hollywood this weekend, said the only way for Riverside to reach the caliber of Palm
Springs' event is to hire a professional staff.
"You need excellent programming, excellent sponsorship, publicity and marketing," said Scanlon.
"Every one of those areas is vital."
So is money. Scanlon's boss, Serge Polakoff, invested almost $500,000 in cash and in-kind donations from sponsors such as Continental Airlines to
host the Golden Shorts at the Egyptian Theatre.
"We have a full staff and a whole marketing campaign," said Polakoff, whose first celebrity honoree was going to be actor Owen Wilson.
According to Scanlon, volunteers alone would be unable to build a festival into a large, prestigious program that's goes on the film industry's map.
"You need a lot of focus. It's more than a group of people who like films. It's more like going out to win a war."
'Riversidey Feel'
Bigger sponsors and a larger financial commitment from the city would be the Holy Grail for Riverside's Dhillon. Every year he goes before the City
Council asking for $30,000 and will do that again for the 2007 festival, he said.
"We have to prove ourselves," he said, adding that the higher attendance he's seeing at screenings may help convince the Council to fork over more
money. Festival organizers never gave up. "The one thing is that we lasted. We're still here."Several Riverside politicians and those active in the arts
community want the film festival to thrive. But they say that for the event to become a higher-caliber event, the group needs to hire at least a
part-time executive director. Councilman Art Gage, who chairs the council's Finance Committee, said the city should be providing enough seed money to
the festival to help it grow.
"It helps further our cause of trying to be the cultural center of the Inland Empire," said Gage.
If the festival grows and attracts people, especially from outside the city, the money the city contributes will come back in the form of sales and hotel
tax revenues, he said. But to grow significantly, the festival needs to move beyond its all-volunteer structure, Gage said.
"It takes professional management to make any arts venue expand," he said.
But Dhillon and festival board vice president Kishori Reddy say they're in a Catch-22. Besides not having the money to hire an executive director, they
say moving from a volunteer to a professional staff would lead to political infighting.
Organizers want to avoid getting "bogged down in the politics that plagued Palm Springs," Reddy said. Squabbling among Palm Springs festival board
members contributed, in part, to the firings or resignations of several festival directors there over the last 17 years.
Dhillon said he wants to keep the festival's "Riversidey feel."
"It's a festival run by the good people of Riverside," he said, "and I want to keep it that way."
Dhillon said he believes that as a movie producer himself -- he produced "Beyond Honor" an independent film that will premiere in New York and Los
Angeles in March -- he knows how to run a festival.
Dhillon said the volunteer board can handle the organizational details, if the city would agree to the $30,000 request.
"If we were lost and floundering, it'd be great to have someone helping us," said Dhillon, who also had a bit part in "American Blend." "But I know where
this needs to go."
Getting sponsorship also will be key, said Dhillon, who acknowledged the amount raised from sponsors this year remained about the same as in 2005.
He plans to knock on some doors soon, including the Mission Inn to ask the hotel to provide free rooms for celebrities.
"Everything takes a little time to build," he said.
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