San Francisco Jewish Film Festival renames, rebrands

Nearly four decades into its existence, the San Francisco Jewish Film Festival is undergoing a makeover, renaming itself the Jewish Film Institute (JFI). The change coincides with the organization’s 35th annual film fest, which opened July 23.

“It’s a way to clarify to our audience the breadth and scope of what we do,” JFI executive director Lexi Leban said of the name change. “There’s a lot to a name. A festival connotes something seasonal. San Francisco connotes something regional. We’re beyond that. We’re really solidifying our sustainability.”

Although the annual film festival remains the flagship event, the Jewish Film Institute also will expand its profile as a full-service media arts organization.

Programs that fulfill its mission include the New Jewish Filmmaking Project (which mentors budding filmmakers), a filmmakers-in-residence program, year-round screenings and JFI on Demand, a new partnership with Vimeo that makes some 1,500 films from the JFI Film Archive available for online streaming. Leban said streaming is a good way for those unable to attend the festival to see some of the films that have made the San Francisco Jewish Film Festival the largest event — and the first in the United States — of its kind. “The ramp-up of online material will increase the depth of engagement with the festival,” she added.