Normally this time of year, Sedona International Film Festival Executive Director Patrick Schweiss, his staff and volunteers look like a busy ant colony as they’re each doing their part to ensure the festival goes off without a hitch.
Normally.
This year is different as a result of the ongoing COVID-19 pandemic. Schweiss and the SIFF executive board agreed in December that the best decision was to move the festival from the original dates of Feb. 20 to 28 to now being held June 12 to 20.
“Normally, it is organized chaos,” Schweiss said of the week leading up to the festival. “It’s fun, it’s challenging, it’s tense, it’s rewarding — all of those things wrapped up in one. At that point people are excited about getting their tickets, there are already sold-out shows as the buzz starts to build. We have the people who are coming as well as the filmmakers and the celebrities.
“So that week before the festival is all about fine-tuning those details while making sure everything is in order so that we can hit ‘go’ on opening day. Once opening day hits, you’re in show mode. So that week leading up to it is this incredible adrenalin-induced, organized chaos.”
In addition, during the week prior, the festival’s technical team begins arriving and it is tasked with testing each film and putting them in the right venues in preparation for opening day. The decorating crew — made up mostly of Schweiss’ family from Minnesota — are also busy at the various venues.
“I say that all of our chickens are coming home to roost,” he said, laughing. “It’s like this big block party where people haven’t seen each other since the previous festival.”
And last week?
“For us, the reason that it’s really been weird is that coming off the holidays, for most people it’s kind of relaxing as they get into the new year. But for us, after the new year the intensity starts. So it wasn’t just last week — it was January and February that’s looked much different for us. So we found ourselves walking around asking each other, ‘Um, what do we do now?’”
Last week, the Mary D. Fisher Theatre had one of its best weeks in terms of attendance since the pandemic began. Schwiess said aside from the quality of films shown and the cleanliness of the theater, attendee confidence has risen as COVID numbers continue to decrease and
more and more people are being vaccinated. On top of that, some of SIFF’s most loyal ticket holders know this is the time of the year for the festival and are accustomed to getting into festival mode even though it’s not taking place.
Before the official decision was announced to move the festival to summer, the plan was to have a scaled-back version this week — mostly virtual. While it may have worked, Schweiss said they definitely made the right decision to take the risk and hold off.
“As much as I was trying to be optimistic that we’d be able to do it while keeping people safe, now would not have been the right time to do it,” he said. “I feel our decision is even more solidified that June was the right decision. If COVID numbers continue to go down — and aside from capacity levels — we’ll almost be at a normal festival. By waiting it out, it was the right decision.”
Even though this year’s lineup of films will be about 40 to 50 less than normal — primarily because the two smaller theaters at Harkins will not be utilized — he said it enables them to show some of the more popular films three times as opposed to the normal two. And because the weather will be much warmer, they are looking at outdoor grass venues as well as a drive-in theater concept. And, they’re hoping to show some films at venues in Cottonwood and Camp Verde.
Being that school will be out of session, the Sedona Performing Arts Center can be utilized for several showings a day for the duration of the festival. In February, the venue can only be used after school and on the weekends. The warmer weather will also allow them the possibility to have both an outdoor area for the VIP lounge and nightly galas, allowing for social distancing.
“We’re getting tremendous support from our sponsors, members, donors and the community,” Schweiss said. “They’re all saying this was absolutely the right decision. So now we simply shift everything. People’s confidence and excitement motivates us. So we’re excited because people are excited. I think it will be great all around.”