Local Film Festival Unveils New Name ROCHESTER, NY (WXXI) - The Rochester High Falls International Film Festival has a new name and expanded programs.

The organization is now called 360 | 365, with a theme of Live, Breathe, Film.

That represents the new year-round presence of independent films, and broadened Shorts Contest and New Director's series.

Film Festival Executive Director John Richardson says the transition is a result of film fans.

"It's important for us not only to see films but to learn about how films are made and to make films ourselves, so that we can all get involved."

The film festival has become one of Rochester's leading cultural events, spotlighting women filmmakers, and attracting well-known cinematographers from across the country.

The annual film festival will continue in May.
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