Robert De Niro and Jane Rosenthal founded the Tribeca Film Festival in 2002, providing a much-needed boost to the spirit of New York City and to a neighborhood devastated by the terrorist attacks. It worked. The festival has screened more than 1,300 films since its inception and will surpass four million attendees this year.

But after 10 years, the brand finds itself in need of some freshening. As cinematic celebrations go, the Tribeca Film Festival has a reputation for being a bit serious in tone. Although it has generated some $725 million in economic activity for the city and has attracted plenty of elusive boldfaced names in the process, TFF lacks the sheer celebrity wattage of Cannes and Sundance or the hipster DIY ethic of South by Southwest, and it can even feel a bit institutional (an image that’s not helped by the fact that the festival is presented by American Express). Read More