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Martha's Vineyard film festival expects record crowd, defying economic pressure
24-year-old Martha’s Vineyard African American Film Festival opens Friday with record attendance expected. Co-founder Floyd Rance says its audience has discretionary income to spend, despite wider economic pressure on Black consumers.
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The Martha's Vineyard African American Film Festival opens Friday with organizers expecting the largest crowd in its 24-year history. Co-founder Floyd Rance said the record turnout comes as inflation and rising unemployment among Black consumers squeeze many small businesses that serve Black audiences.
“We’ve survived so much over the past 24 years, from actor strikes and Covid to venue changes,” Rance said. “We always say people have money to spend on what they want to spend it on.”
Rance and his wife Stephanie founded the event in 2002 in a conference room at a Martha’s Vineyard hotel. That first year featured 10 films and dozens of attendees. The couple originally planned to hold the festival in Barbados, changing course after the Sept. 11 attacks. Rance said the smaller-scale plans helped the event find a sustainable audience.
“Our demographic is from 35 to 65, with heavier weight on the back end,” Rance said. “A lot of retirees or people approaching retirement. Their kids are in college and they’re done with raising their children, so they want to get out, have a good time.”
The week-long MVAAFF includes films, panels and social events. Hollywood stars such as Viola Davis and Dave Chappelle frequently attend to show films or take part in discussions. “A-list celebrities attending definitely helps attract folks and gets them to spend their money,” Rance said.