In a time when streaming services shape viewer trends and automated systems determine content selection, film festivals are forced to reassess their roles. This reality is particularly clear to José Luis Rebordinos, who has been directing the San Sebastián International Film Festival since 2011.
Through his guidance, the festival continues to shine as a worldwide symbol of cinema excellence, connecting industry professionals, talented artists, and spectators in more profound ways than just movie viewings.
This week, Rebordinos attended the Malaga Film Festival. He was invited to share his insights as part of a series of events organized by Spain’s IPG Mediabrands, a global network of approximately 18,000 media and marketing experts in more than 130 countries. The day was filled with industry-focused discussions, interviews, roundtables, and networking opportunities, all arranged by this community-centric organization.
This year, IPG collaborated on five films at the Málaga Festival: “Tierra de Nadia,” “The Sleeper,” “Tambien Esto Pasará,” “8” and “Queen of Coal.” Additional movies featured were “Championext,” a much-anticipated follow-up to the 2018 multiple Goya Award-winning film “Champions,” which was Spain’s entry for the 2019 Oscars. Later, it was remade in the U.S. as “Champions” starring Woody Harrelson.
In a chat with Alfonso (Poncho) García-Valenzuela, the creative head of IPG, Rebordinos emphasized, “Festivals are all about connections. An online-only festival is something different altogether. It’s about people interacting, exchanging thoughts, making deals, and experiencing cinema in a way that streaming can’t fully emulate.
The Festival as a Cultural Curator
Based on the perspectives shared by the two speakers, it’s clear that the primary function of film festivals has undergone a substantial change over time. No longer simply venues for debuting new movies, these events now play multiple roles such as nurturing the film industry, identifying fresh talent, offering unmissable networking opportunities, and serving as financial centers. Rebordinos acknowledges this transformation, emphasizing that festivals have become indispensable gatekeepers in an industry struggling to manage overwhelming content production.
The role of selection has become crucial nowadays. With countless movies available, film festivals aid viewers in identifying the ones that are truly valuable. If a movie clinches an award at San Sebastián, Cannes, or Berlin, it sends a clear message to both distributors and viewers about its quality,” he clarified.
In the streaming age, when top-notch movies can get lost among an abundance of content, this role assumes great importance. Earlier, a director’s entire body of work could be easily traced by following them. Now, with their output spread across various platforms, it becomes challenging to observe their creative growth. Festivals serve as vital tools in this scenario, bringing attention and providing context to significant pieces of art.
Carving a Unique Identity
As more and more festivals pop up globally, it’s crucial to stand out from the crowd. According to Rebordinos, a festival needs a robust, unique identity to thrive. They say, “If you don’t establish your own identity, you’ll fade away. Cannes has its recognizable brand, Venice focuses on American films and streaming platforms, Berlin is known as a significant industry gathering. San Sebastián, on the other hand, has found its unique space by showcasing Spanish and Latin American cinema.
As a passionate cinephile, I can’t help but gush about San Sebastián. It doesn’t merely showcase Ibero-American films; it cradles them from inception to culmination. The festival’s endeavors encompass every facet of filmmaking, ranging from student film competitions to co-production platforms, post-production assistance, and networking events within the industry. In essence, San Sebastián aspires to be a creative haven where a filmmaker can bring a mere idea and depart with funding, valuable connections, and a clear roadmap towards completion – as eloquently put by Rebordinos.
The Relationship with Streaming Platforms
The blend of major streaming services into the festival scene has sparked debates, as Cannes has consistently turned down movies from platforms such as Netflix for their primary competition. On the other hand, San Sebastian has chosen a more open and welcoming stance since its inception.
Rebordinos stated, ‘We evaluate audiovisual content itself, not its source – be it Netflix, Amazon, or a traditional studio. It’s the quality that truly matters to us.’ He added that some films, even those initially funded by online platforms, have gone on to secure theatrical releases due to their success in our festival.
He thinks that festivals could demonstrate to streaming platforms the importance of theatrical showings. In his opinion, a festival debut and subsequent theatrical release offers the most effective publicity for high-quality films, as it generates prestige and excitement that isn’t achievable by just releasing a film online.
The Future of Film Festivals
As we move forward, Rebordinos foresees that festivals will have an increasingly significant part in financing and growth within the industry. “Government funding for culture is dwindling, which means festivals require additional income sources. Today’s entertainment brands and sponsors are no longer satisfied with merely having their logos visible; they seek substantial involvement.
San Sebastian now collaborates with businesses for sponsorship, jointly financing and creating top-tier film productions. The perception of corporations meddling in cinema has changed; modern brands are now crafting captivating narratives that go beyond regular adverts.
To illustrate his point, he referred to well-known documentary productions and partnerships between artists and popular entertainment companies. “The key is in producing content that showcases its own artistic value while being consistent with a brand’s principles. Festivals offer an ideal stage for debut.
The Blurring Lines Between Film and Television
One significant change in the festival has been its adoption of television shows and streaming series, a movement that started at San Sebastián with “The Plague” in 2017. In their words, “For us, a series is simply another visual production. If it tells a compelling story cinematically, we are more than willing to exhibit it,” expressed Rebordinos.
I believe that a television series could potentially challenge for the festival’s highest accolade, the Golden Shell. Our production, “Riot Police” by Rodrigo Sorogoyen, nearly reached that level, and I often ponder if it should have been entered into competition – it would have certainly ignited an intriguing discourse. If a series is meticulously crafted with a cinematic sensibility, why exclude it?
He additionally points out that prominent film festivals such as Venice are now showcasing high-end television productions. “The boundaries between movies and television are becoming less distinct, and festivals need to take notice of this shift. Some of the most groundbreaking storytelling is currently being done in long-form series.
The Role of New Technologies in Cinema
Moving beyond conventional narratives, San Sebastian has made strides in merging modern technology with its events. The festival’s Zinemaldia & Technology project showcases cutting-edge advancements including AI in movie making, virtual reality storytelling, and distribution methods using blockchain technology.
Rebordinos stated that since we don’t have expertise in the areas we wanted to discuss, which are related to the future of film and storytelling, we understood it was impossible for us to handle it alone. Therefore, we chose to collaborate with top-tier tech institutions to foster insightful conversations on these subjects.
Spanish Cinema on the Global Stage
Ultimately, the discussion shifts towards the prowess of Spanish cinema. “The Spanish film industry is thriving more than ever before,” remarks Rebordinos. He emphasizes that we’ve never seen such a diverse and high-quality range of films spanning numerous genres as proof of this golden age. He highlights the fact that Spanish films are regularly showcased in prominent international film festivals and award ceremonies to support his claim.
San Sebastian continues to prioritize uplifting Spanish and Latin American cinema within the ever-changing global film market. Our mission is to nurture new talent, promote diversity, and guarantee that outstanding movies, regardless of whether they come from established studios, independent filmmakers, or streaming services, reach their intended audience.
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San Sebastian is dedicated to boosting Spanish and Latin American cinema in the evolving global film industry. Our aim is to foster fresh talent, advocate for diversity, and secure that exceptional films—be they from traditional production houses, independent filmmakers, or digital streaming platforms—reach their target audience.
In the ever-changing landscape of cinema and television, San Sebastián demonstrates that flexibility and a distinct identity are crucial for staying significant. Under Rebordinos’ guidance, the festival has transcended being merely a presentation platform—it now functions as an incubator, a networking hub, and a vital force in determining the direction of filmmaking. In his words, “Festivals need to keep adapting. The instant we cease to evolve, we become obsolete.
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2025-03-19 11:17