This review was written by McKinzie Smith.
Like many in our class, I was interested to see how the screenings of the new Pixar film Onward would fit into PIFF. PIFF is no stranger to children’s films; one of the most vibrant films I saw last year was a Japanese anime in the “Films for Families” programming block called Okko’s Inn. This “Films for Families” block was always a welcome sidebar. Its films were never too heavy, being family friendly, and brought in a more diverse audience than some of the other categories. This year, the block has been dissolved along with all of the other traditional PIFF blocks like “PIFF After Dark” and “Global Panorama.” Instead, there are two competitions “Future/Forward” and “Future/Future,” with a couple of films thrown in with no distinct category other than “Feature” or “Shorts”. Personally, I find this confusing for the casual festival-goer who may desire more guidance, or who may know their tastes but now have no programming indication as to which films may fit that taste.
A good example of this change is the case of Onward. Removed from its context as one of the hypothetical “Films for Families,” it has its own special page in the schedule-book that says “Family Screenings.” It is the only film listed under this label, despite there being two other family-oriented films from GKids (Children of the Sea and Marona’s Fantastic Tale) at PIFF this year. This makes Onward stick out like a sore thumb. Had it been in a more cohesive family category, it may have appeared less like the financial favor to PIFF from Pixar that it likely is. All three films may have also acted as legitimizers of each other when placed in an “equal” category, with Onward gaining potential cultural capital and the two GKids releases gaining potential economic capital. I think this damaged Onward‘s chances of being truly seen as a festival film. I was a volunteer for the paid screening of the film and we had more ticket buyers than pass holders attend. The largest groups were of families that didn’t seem to care that they were technically attending a festival; they just wanted to see the film without necessarily engaging with PIFF.
The film itself was sweet and emotionally resonant, exploring grief and regret in a mature way, despite some so-so jokes sprinkled throughout. Onward is a Pixar film and they are known for well-above-average children’s entertainment. It felt like the kind of family film that belonged at a festival, but to belong in a festival a film must be treated as such by its organizers. I do think having the community screening was an important step for the festival in introducing families to their event. However, the paid screening was a fumble. Less than one hundred people showed up, a low turnout. If PIFF wants to continue to reach into more mainstream entertainment or toward family fare, they’ll need to come up with a more effective way to both advertise and legitimize their choices.
