While every country and cultural group seems to be getting its own film festival here, cross-cultural appeal and communication can be challenging. Some fests have conducted press conferences or distributed press materials and programs only in languages other than English, scheduled events conflicting with other fests, or failed to attract media coverage.

Helen Yagi, publicist for the Vancouver International Film Festival, the Reel 2 Real International Film Festival for Youth, and more, has observed that a community’s prominence can affect audience and media attention. She has found that interest in the Brazilian Film Festival of Vancouver (July 15 to 18) is fairly easy to drum up. “There’s a large community here, and they’re quite visible, especially during World Cup—they’ll be waving their flags down Commercial Drive,” she said by phone. “So I think the mainstream media acknowledges that.”

She said the Vancouver Serbian FilmFest hired her to help reach beyond the Serbian Canadian community and attract broader media attention. “It’s perceived not to be a large community,” she said. “It actually is a decent size and gets their own community out and can fill the Hollywood Theatre.”

Who people interpret the target audience to be is also key. The first Vancouver International South Asian Film Festival, on Saturday (June 26), for example, makes it clear that it isn’t just for South Asian Canadians but is intended for all audiences interested in viewing South Asian talent. The Taiwanese Film Festival (July 2 to 4), which aims to attract a wide audience, has had its mascot make appearances around the city while simultaneously advertising their logo on bubble tea lids.

For fests hoping to bridge cultural divides, Yagi said it’s important “to convey that it’s not just for the specific community but about that culture”.