Marketers build buzz for classy fest
Palm Springs offers sophisticated audience
Take Elderhostel. The continuing education org for people 55 and over is bringing a whopping 750 film fans to the fest this time -- so many each year that the event sets up special screenings and Q&As with filmmakers to accommodate them all. Then there's the Cinema Society of San Diego, which brings a group of 150 each year.
There are also local film buffs like Jack Andrus, a counselor at the Betty Ford Center who has attended every year since 1989.
"Year after year, a lot of the same people show up," he says. "The event holds a lot of different opportunities for socializing and connecting with people."
But the festgoers aren't just residents and retirees. Of the film business attendees, fest marketing and publicity manager David Lee says about half are associated with films being screened and half are there to watch, network and look for acquisitions.
L.A.-based producer-distributors Marla and Mark Halperin count themselves as regulars.
"As a distributor, it can be a good place to gauge how an audience will respond to a film, should we consider to acquire it for distribution," Marla Halperin says. "With a substantial number of Academy members living or having homes in the desert, it has been a great place to get visibility or a buzz going on a film."
Lee says 54% of attendees are 45-64 years old, with 53% female. Surprisingly, 79% have their primary residence outside of the desert region, including the snowbirds from chilly areas who spend the winter in the desert.
The fest also appeals to the Palm Springs area's large gay community. This year, the fest has classified 15 films as being of interest to the LGBT aud, and the fest's Gay-la! reception at Toucan's Tiki Lounge is always one of the most popular parties, Lee says.
