When the present executive director, Roger Durling, first took over in 2002, he was confused by the low attendance of the film festival. It was believed that he noticed the "Sundance Effect" which refers to the popularity of Sundance Film Festival taking place in January. He then decided to move the festival to late January. Durling believed that by holding the film festival just days before Academy Awards in the spring, SBIFF can invite celebrities that have potential to win awards and provide audiences a chance meet them.