Putting cinema in your hands.

In this article the author reports from a grade-A South American film festival that puts audiences first. When Argentine film-maker Miguel Pereira took over the Mar del Plata International Film Festival he described the event as "a Rolls-Royce--but with no engine or seats." Now in his third year as artistic director, he demonstrated in the festival's 20th outing in March how he has used increased funding from the INCAA, Argentina's national film institute, to improve the organization and programming of the only South American festival given A grade status by international producers' body, FIAPF.