The new, catchier name, a little fresher and hipper perhaps, suits the festival's - that is, the fest's - downtown and close-in venues .And it emphasizes the feel organizers are going for this year.
"Honestly, as far as the film festivals go, this one is going to be the most fun in a while," he said.
For evidence of that, he pointed to Friday's documentary on Bettie Page, pinup queen of the '50s, from Jacksonville native Mark Mori, and the burlesque party at the Cummer Gallery of Art & Gardens following that.Then, there's a free kids movie Saturday at the Florida Theatre and a showing of "West Side Story" there later that night, with a Broadway-themed party at the Landing going until 1 a.m. Sunday.
Mori is not the only local connection: Cassandra Freeman, a one-time Douglas Anderson School of the Arts student, will be at the fest with her new film, "Kinyarwanda," set in Rwanda.
But it's not all about movies! Here's a run down of some other workshops that you can be apart of!
The Art of the Pitch: 4 p.m. Friday, Theatre Jacksonville.
Screenwriting workshop: 10 a.m. Friday, The Cummer
Independent Film and the Law: 12:30 p.m. Friday, The Cummer.
Burlesque Party with Dr. Sketchy: 8 p.m. Friday, The Cummer.
Coffee and Filmmaking : (meet the film professionals), 10 a.m. Saturday, MOCA.
Pitch Competition: noon Saturday, MOCA.
Microbudget Filmmaking: 3 p.m. Saturday, MOCA.
Women in Filmmaking: with Christy Scott Cashman, an executive producer of "The Kids Are All Right" and star of "Sunny Side Up," 11 a.m. Sunday, The Cummer.