By Indiewire | Indiewire July 19, 2007 at 12:1PM
As recently as a decade ago, the various local "identity" film festivals provoked minimal interest and sold few tickets beyond their niche constituencies. Those days are long gone: A full 40 percent of the audience of the San Francisco International Asian American Film Festival is now comprised of non-Asians. The S.F. Jewish Film Festival reports 25 to 30 percent of attendees aren't Jewish. What's going on? For one thing, savvy moviegoers outside the target demographic have learned to scout the niche fests' programs for films that premiered to raves at Berlin or Cannes. All of which is to say you don't have to be Jewish to enjoy the San Francisco Jewish Film Festival. Micahel Fox reports.