Larry Fried is stepping into a transformative role at Philadelphia Jewish Film and Media as the new program director, bringing fresh energy and a vision for innovation to the organization as it enters its 45th season.
Fried, who has been with the organization for only two weeks, articulated a clear direction for the festival, emphasizing the importance of bold and innovative storytelling.
“We are interested in bold and innovative films, and we’re also looking to incorporate new media into our festival,” he stated.
The inclusion of various storytelling mediums such as AI, augmented reality, graphic novels, and music videos represents a significant evolution from the traditional format that defined the festival’s inception in the early ’80s.
Originally centered around simply showcasing feature films, Philadelphia Jewish Film and Media is now embracing the diversity of media consumption in today’s landscape.
Fried highlighted the organization’s mission to spotlight Jewish storytellers and narratives that exist beyond conventional cinematic frameworks.
He noted, “We want to spotlight Jewish storytellers and Jewish stories that aren’t in more conventional film frameworks. This engagement with new media is essential in creating a vibrant festival environment.”
The strategic shift comes on the heels of a major rebranding in 2021, where the Gershman Philadelphia Jewish Film Festival transitioned into Philadelphia Jewish Film and Media.
The aim is not solely to conduct an annual film event, but to establish a home for all types of Jewish storytelling both locally and beyond.
In today’s media landscape, where competing for viewers’ attention is more challenging than ever, Fried acknowledged that the experience of watching a film has been dramatically altered.
“With at-home streaming, video-on-demand, and social media — where people consume movies in bite-sized TikTok clips — the traditional viewing experience feels significantly different from when this festival began,” he remarked.
Despite these changes in consumption habits, Philadelphia Jewish Film and Media intends to maintain its core focus on in-person events, with the next one scheduled for September.
Fried expressed his belief that the advent of technology has led to a yearning for authentic human experiences.
“People are feeling inundated by large tech corporations and billionaire-funded entities. All of the ads and inflammatory social media posts become monotonous, and I believe there’s a growing craving for personal connections,” he stated.
For Fried, media and storytelling hold transformative potential.
He emphasized the importance of honoring the creators’ intentions when presenting their works, whether as a 15-second clip or a 90-minute film.
“Film is a life-affirming, life-changing art form. To experience it fully, the artist’s intention must be upheld. When we support bold, innovative storytellers, we are collaborating with them to ensure that their vision is realized,” he explained.
Fried’s early days in his role have been dynamic, as he and his team work diligently to finalize their upcoming programming calendar.
Soon, they will unveil a range of new events that extend beyond the festival, promising to turn Philadelphia Jewish Film and Media into a communal hub that fosters togetherness and engagement.
“You’ll see that when we start revealing our programming, it’s more than just a film and media festival. We’re planning various add-ons and events designed to create a genuine community experience, turning it into a place for connection, not just a venue for watching films,” Fried concluded.
image source from：jewishexponent
