What's Up - Your guide to what's happening in Fayetteville, AR this week!
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10 WHAT'S UP! AUGUST 2-8, 2020 FAQ Bentonville Film Festival WHEN — Aug. 10-16 WHERE — Online, 112 Drive-In Theater in Fayetteville, and other locations in Northwest Arkansas COST — $175-$225 INFO — bentonvillefilm. org COVER STORY Lasting Local Impact JOCELYN MURPHY NWA Democrat-Gazette I t's global so I think everyone's more understanding — they're not like, 'Oh, you didn't show up. The festival didn't do what it's supposed to do.'" Rebecca Elkins is the CEO and co-owner of The Elkins Agency in Bentonville and this year's marketing director for the Bentonville Film Festival — although, her company, a full-service advertising agency and marketing firm, has been involved with the festival since its inception. Since moving to the area in 2005, Elkins has had a front row seat to Bentonville's ever-changing landscape — and the film festival's role in it. As BFF transitions to a "hybrid" virtual model for its sixth year in response to the global coronavirus pandemic, Elkins not only had to adjust her marketing strategy, she had to accept the economic reality of the absence of a physical festival that brings tens of thousands of people to Bentonville each year. "Unfortunately, there's not a focus to come to Bentonville, to go to restaurants, because that isn't the message right now," Elkins says of trying to maintain some sense of normalcy in the most abnormal of times. "It's to do things in a safe way that feels safe for your family, to participate and really focus on the films and the panels and the message of the festival." In a regular year, Elkins and The Elkins Agency would be directing their marketing efforts for the festival within a five- to seven-hour drive time region. Pivoting to a virtual festival has changed the PR push to encourage a more national audience to join the conversations happening around equality and inclusion, a piece Elkins hopes can further the festival's progress as it experiences more growth and more improvement each year. "But then locally, it's going to be a very hyper-local marketing strategy," she explains, "because we want to make sure that the people within Northwest Arkansas who have a passion, who love to Bentonville not left behind as festival moves online Bentonville ad agency The Elkins Agency began its partnership with the Bentonville Film Festival by sponsoring the filmmakers lounge, pictured here during last year's festival, where filmmakers, celebrities and press could find a little downtime. "This year, we proposed to do the marketing of the festival," Rebecca Elkins shares of the company's relationship that has continued to develop year over year. "We are working in conjunction with programming, in conjunction with production, sponsorships, ticketing, all nine yards. And honestly, if it wasn't for the team that is currently in place with the festival, it wouldn't be the same because we are all very close. It's a wonderful team that I also like to call friends." (Courtesy Photo) Elkins See Local Page 40 FYI Hybrid BFF This year's "hybrid" format for BFF will include some socially distanced, covid-safe on-the-ground activations like drive-in films and some pop-up events. Come back to next week's What's Up! and keep an eye on the festival's website for full details about when and where you can physically participate.