Jon Gann, writing for Script Magazine:
Film festivals are a business to showcase outstanding films to established audiences, attract new audiences, and provide a solid platform for filmmakers to meet and connect with these audiences and one another. That’s a lot of planets to align, and sometimes the math just may not work in your favor. It really is that simple.
Jon has written a really excellent book of interviews with festival programmers - this article is just a taste of the wisdom that lies therein.