Jake Yancey is a product of NYU Tisch and is passionate about engaging in substantial conversation and enriching, multi-faceted dialogue in politics, tv production, and culture. Jake is excited to work at The Hollywood Insider because he believes that Film and Journalism are humanity’s first line of defense against the chaos of an uninformed public sector and so spends his time scouting for relevant stories everywhere. Jake, driven by a strong work ethic and love for people, plans on eventually working at the studios to help develop the stories which have had such a lasting impact on him.
Oct 20, 2024
Table of Contents
Filmfestivals are more than just screenings—they’re experiences that embody the culture and spirit of their host cities. Reykjavik International Film Festival (RIFF) has emerged as a prime example of how festivals can thrive by embracing a unique identity. While the LA Outfest recently announced its financial collapse, RIFF continues to attract international attention by intertwining the charm of Iceland’s natural beauty and local culture, including hot springs, Viking heritage, and heavy metal music. This raises the question: Are festivals trying to appeal to too broad an audience? Should they instead carve out a niche, anchored in cultural identity, to stay relevant?
The Rise of Reykjavik: A Cultural Haven for Film Lovers
Reykjavik, the capital of Iceland, has always been a cultural outlier. Nestled between glaciers, lava fields, and steaming hot springs, the city offers more than breathtaking scenery—it exudes an artsy energy. Known for its love of literature, eccentric art, and experimental music, it might seem unconventional as a film capital, but therein lies its magic.
Since its inception in 2004, the Reykjavik International Film Festival has grown from a small cinephile’s dream to a globally recognized event. Unlike the sprawling grandeur of Cannes or Venice, RIFF leans into the intimacy and personality of its home city. It’s not trying to be a European juggernaut, and that’s exactly what makes it so appealing. The experience of watching an indie film surrounded by the Northern Lights or soaking in a hot spring after a screening brings the festival beyond cinema—it becomes an immersive cultural adventure.
Where else can you attend a film premiere, then hike up to a geothermal spring with other attendees to discuss it? Reykjavik’s landscape and culture permeate every facet of the festival, offering something few other festivals can—an escape from the mundane.
The festival isn’t just a celebration of films; it’s an all-senses experience. Days at RIFF might start with an arthouse screening, followed by a lunch of traditional Icelandic food, and end with a heavy metal concert. The heavy metal scene in Iceland—often associated with Viking history—plays a surprisingly big role in the festival’s identity. Some films even feature local metal artists as part of the soundtrack, adding an edge to the programming.
This collision of serene hot springs and roaring music captures the paradox that is Iceland—a land of both tranquility and intensity. At RIFF, this dynamic energy shapes how attendees experience cinema. It’s not just about watching movies; it’s about feeling them within the context of Iceland’s unique environment and cultural traditions.
Carving a Niche: How Reykjavik International Film Festival Stands Out
In a saturated market where every city seems to host a filmfestival, standing out requires more than screening the latest Oscar hopefuls. RIFF has mastered the art of niche branding, leaning heavily into Iceland’s cultural landscape to shape both programming and attendee experiences.
Rather than showcasing the biggest blockbusters, RIFF curates films with themes that resonate with Icelandic values—environmentalism, folklore, the intersection of tradition and modernity, and the tension between isolation and connectivity. Documentaries about climate change, for example, hit differently when screened against the backdrop of retreating glaciers. The festival’s focus on emerging filmmakers and experimental cinema further sets it apart, creating a sense that attendees are discovering something raw and untapped.
RIFF also offers unconventional events, such as “Swim-in Cinema,” where moviegoers can watch films while floating in a geothermal pool. These quirky additions aren’t just gimmicks—they reflect the heart of Icelandic culture, which is equal parts adventurous and communal. The blend of nature and narrative storytelling ensures the festival stays memorable long after the final credits roll.
By celebrating Iceland’s distinct identity, RIFF not only creates an unforgettable experience but also solidifies itself as a must-attend event on the international filmfestival circuit.
Meanwhile, across the Atlantic, LA Outfest—a long-standing and influential LGBTQ+ film festival—has crumbled under financial strain. While the exact reasons for the collapse are multi-faceted, the festival’s inability to maintain a distinct identity played a significant role. Outfest struggled to adapt to the changing landscape of queer cinema while simultaneously expanding its scope, trying to appeal to broader audiences.
In its attempts to cover everything—blockbusters, small indies, TV shows, web content, and more—Outfest diluted the very essence that had once made it special: a sharp focus on LGBTQ+ storytelling. The festival also faced competition from other queer-focused festivals like Frameline and NewFest, which stuck more closely to their niche, attracting loyal audiences.
Outfest’s collapse highlights the dangers of overextending. In an increasingly competitive entertainment market, festivals must know who they are and lean into it. Cultural identity, after all, is what turns a filmfestival from just another event on the calendar into a transformative experience.
Why Film Festivals Should Lean into Cultural Identity
The failure of Outfest and the success of RIFF underscore an essential lesson: festivals must avoid becoming too broad. When a film festival lacks focus, it loses its ability to connect deeply with audiences. A clear cultural identity acts like a magnet, attracting attendees who resonate with the experience on offer.
Cultural identity doesn’t mean exclusion—it means specificity. Festivals with distinct flavors create an atmosphere of authenticity, making attendees feel like they are part of something meaningful and unique. Venice’s glamor, Sundance’s indie spirit, and RIFF’s Viking-infused, heavy metal-laden experience are all examples of how identity matters. It creates community, builds loyalty, and ensures longevity.
RIFF’s success also shows that identity doesn’t have to be static. The festival evolves each year by spotlighting different cultural aspects—one year it might emphasize Icelandic folklore, while the next, it may focus on environmental activism. This flexibility within a distinct framework ensures the festival remains fresh while staying true to its roots.
As the entertainment landscape becomes more crowded and competitive, festivals must fight to remain relevant. The collapse of LA Outfest serves as a reminder that broad appeal is not always the answer. Instead, leaning into a unique cultural identity—whether it’s Reykjavik’s blend of hot springs and heavy metal or Venice’s haute couture—can ensure a festival’s survival and success.
RIFF’s commitment to Icelandic culture has given it a distinctive edge that other festivals struggle to replicate. It’s not just a festival; it’s a journey into the heart of Iceland, where storytelling goes hand-in-hand with the local way of life.
For filmfestivals aiming to thrive in the years ahead, the message is clear: Know who you are, embrace it, and let your culture shape the narrative. In the end, it’s not just films that people come to see—it’s the experience of something greater, something they can’t find anywhere else. And that’s exactly what Reykjavik has mastered.
Click here to read The Hollywood Insider’s CEO Pritan Ambroase’s love letter to Cinema, TV and Media. An excerpt from the love letter:The Hollywood Insider’sCEO/editor-in-chiefPritan Ambroase affirms, “We have the space and time for all your stories, no matter who/what/where you are. Media/Cinema/TV have a responsibility to better the world and The Hollywood Insider will continue to do so. Talent, diversity and authenticity matter in Cinema/TV, media and storytelling. In fact, I reckon that we should announce “talent-diversity-authenticity-storytelling-Cinema-Oscars-Academy-Awards” as synonyms of each other. We show respect to talent and stories regardless of their skin color, race, gender, sexuality, religion, nationality, etc., thus allowing authenticity into this system just by something as simple as accepting and showing respect to the human species’ factual diversity. We become greater just by respecting and appreciating talent in all its shapes, sizes, and forms. Award winners, which includes nominees, must be chosen on the greatness of their talent ALONE.
I am sure I am speaking for a multitude of Cinema lovers all over the world when I speak of the following sentiments that this medium of art has blessed me with. Cinema taught me about our world, at times in English and at times through the beautiful one-inch bar of subtitles. I learned from the stories in the global movies that we are all alike across all borders. Remember that one of the best symbols of many great civilizations and their prosperity has been the art they have left behind. This art can be in the form of paintings, sculptures, architecture, writings, inventions, etc. For our modern society, Cinema happens to be one of them. Cinema is more than just a form of entertainment, it is an integral part of society. I love the world uniting, be it for Cinema, TV, media, art, fashion, sport, etc. Please keep this going full speed.”
Jake Yancey is a product of NYU Tisch and is passionate about engaging in substantial conversation and enriching, multi-faceted dialogue in politics, tv production, and culture. Jake is excited to work at The Hollywood Insider because he believes that Film and Journalism are humanity’s first line of defense against the chaos of an uninformed public sector and so spends his time scouting for relevant stories everywhere. Jake, driven by a strong work ethic and love for people, plans on eventually working at the studios to help develop the stories which have had such a lasting impact on him.
Jake Yancey is a product of NYU Tisch and is passionate about engaging in substantial conversation and enriching, multi-faceted dialogue in politics, tv production, and culture. Jake is excited to work at The Hollywood Insider because he believes that Film and Journalism are humanity’s first line of defense against the chaos of an uninformed public sector and so spends his time scouting for relevant stories everywhere. Jake, driven by a strong work ethic and love for people, plans on eventually working at the studios to help develop the stories which have had such a lasting impact on him.
Jake Yancey is a product of NYU Tisch and is passionate about engaging in substantial conversation and enriching, multi-faceted dialogue in politics, tv production, and culture. Jake is excited to work at The Hollywood Insider because he believes that Film and Journalism are humanity’s first line of defense against the chaos of an uninformed public sector and so spends his time scouting for relevant stories everywhere. Jake, driven by a strong work ethic and love for people, plans on eventually working at the studios to help develop the stories which have had such a lasting impact on him.
