Behind the Scenes at RIFF 2023
Interview with PR Agent Ragnar Jón Hrólfsson and Producer Sunna Axels
The Reykjavík International Film Festival (RIFF) has long been a cultural highlight on Iceland's calendar. This year, it promised to shine even brighter, as it marked the 20th edition of the festival. Before RIFF kicked off on September 28th, I had the pleasure of sitting down with Ragnar Jón Hrólfsson, the festival's PR agent, and Sunna Axels, the producer, to go over what was behind the curtain of this year's RIFF.
Fostering Innovation and Inclusion
Producer Sunna Axels and PR Agent Ragnar Jón Hrólfsson.
RIFF started as a final thesis project by Hrönn Marinósdóttir, who still serves as its director today. The festival made its debut in 2004 and has since evolved into an internationally recognized event. One of the most interesting aspects of RIFF is the continuous infusion of new team players into the festival's organizing team. Fun fact, Hugleikur Dagsson is the artist for this 20th edition and each film category has its special puffin designed by Hugleikur on the program.
As Ragnar Jón Hrólfsson reiterates, changing and evolving is the norm. This year's festival is no exception, as both Ragnar and Sunna are working for RIFF for the first time. The organizers have aimed for inclusivity, bringing together producers and filmmakers from around the world. The festival's focus remains steadfast on nurturing young and inspiring filmmakers, particularly those working on their first projects.
“It's a grassroots celebration of cinema at its finest,” adds Ragnar Jón.
RIFF's Role in Exporting Icelandic Film
One of RIFF's proudest achievements is its role in promoting Icelandic cinema on the global stage. Ragnar and Sunna explain the significance of the Smart 7 collaboration, a consortium of seven international festivals. Smart 7 also includes a contest where RIFF selects a representative to serve on the jury at a festival organized by one of the other 6 collaborators (this year taking place in Greece), helping to spotlight outstanding films from the seven participating countries. Within this kind of initiative, RIFF serves as a launching pad for Icelandic films to gain recognition internationally, and it's not just about showcasing movies. "Simply talking and connecting with people... that's how the magic happens," exclaims Sunna.
Shaping the Cinema Youth
"RIFF is not just about cinema; it's about fostering a love for it among the younger generation". With this statement, Sunna Axels introduces UngRIFF, or youth RIFF, which has evolved from a subcategory into a separate event for the first time in the history of the festival. UngRIFF extends its invitation to kids, hosts screenings in schools and rural areas, and empowers young movie enthusiasts with a dedicated youth council within the RIFF organization. “It's all about shaping the next generation of cinephiles and filmmakers,” concludes Ragnar.
Between Ice and Lava
Over the years, the festival has treated audiences to unique experiences, such as the ice cave, lava cave and swim-in cinemas. Sunna reveals the secret behind these wondrous ideas - simply talking and connecting with people. This year, they’ve added a culinary twist with the Ratatouille culinary experience, complete with theatrics and performances.
As part of the French in Focus theme for this year, RIFF brought to the stage a diverse array of honorary guests, such as French actress Isabelle Huppert and Italian director Luca Guadagnino. For the first time, a festival bar was part of the experience. Most importantly, Háskólabió, a cinema institution that recently closed down, managed to regain its status as a cinematic haven, complete with happy hours. And, as Ragnar emphasizes, Youth RIFF will continue to expand its presence in the festival's program. The future of RIFF holds exciting prospects indeed.
See you for another memorable RIFF in 2024!