“Why don’t we start a film festival?” Those six words planted the seed for a cultural phenomenon. After making his first feature in 2004, filmmaker Tony Armer found himself navigating the film industry, searching for connections and opportunities. What began as a lighthearted idea quickly took root and set in motion a festival that would transform the film community.In 2005, the Sunscreen Film Festival was born. Now, celebrating its twenty-first anniversary, it represents a nationally respected celebration of film, drawing acclaimed guests, launching careers, and shaping a legacy no one could have predicted.
Armer says, “Several milestones stand out. Year five was a major turning point for us. We had incredible guests, gained significant notoriety, and saw the festival really begin to grow. Even earlier, our third year was a defining moment when John Travolta attended the festival. People couldn’t believe that such a small festival was able to attract someone of his stature, and that moment really helped launch Sunscreen’s reputation. Then having the Academy of Motion Picture Arts and Sciences involved as a sponsor was incredibly meaningful. It elevated the festival’s brand and reputation in a significant way.”
Sunscreen’s influence on the local film community remains one of Armer’s proudest achievements. “I know for a fact that the festival has helped launch the careers of numerous filmmakers and has brought millions of dollars in film production business to the area.”
Sunscreen consistently ranks among the top 100 film festivals worldwide by filmmaker reviews, out of over 14,000 festivals. “Filmmakers regularly tell us Sunscreen is their favorite festival even after attending much larger events. We offer an intimate atmosphere while still delivering a top tier experience,” he says. “It’s that unique combination of a laid back, sunny environment paired with great films, strong networking, memorable parties, and outstanding educational workshops. There may be a red carpet, but no one is treated as more important than anyone else. Celebrities, filmmakers, and attendees all mix and mingle, creating a welcoming and genuinely fun atmosphere.”
St. Petersburg’s vibrant arts scene shapes the festival, while Sunscreen enhances the city’s cultural identity. Even with more than 7,000 attendees each year, Sunscreen remains committed to its filmmaker focused culture. “We’re very intentional about keeping the festival grounded and accessible. Even as attendance grows, we focus on organization, flow, and creating spaces where people can genuinely connect. Despite the size, the atmosphere remains friendly, down to earth, and interactive.”
Education has always been central to Sunscreen’s mission. The festival is recognized for offering an exceptional range of educational programming, providing more workshops and learning opportunities than nearly any other festival in the country. “Sunscreen was created by filmmakers, for filmmakers. I’m still actively writing, producing, and directing projects, as are many people involved with the festival. When I started out, I had no idea where to begin, and I want to give back by sharing that knowledge. Education is at the heart of what we do.”
That commitment continues in 2026 with strong core programming in cinematography, screenwriting, directing, producing, film finance, and distribution. “These are topics filmmakers want every year. We also introduce new and unique workshops, expand student focused programming, and create enhanced opportunities for emerging filmmakers.”
Armer has seen the industry shift in ways that continue to influence Sunscreen’s approach. “Independent filmmaking is always changing, and we adapt along with it, whether that’s offering workshops on vertical video or responding to how audiences discover films. Ultimately, filmmakers want their work seen, and we’re excited to continue providing a platform that helps make that happen.”
Sunscreen’s 2026 selections, announced March 6, are a mix of shorts, documentaries, and features that are both entertaining and thought-provoking. Major festival highlights include the Opening Night celebration, the Friday night Filmmaker Party, Karaoke night, and the Saturday Awards Ceremony.
Armer notes that film submissions often mirror current events and social issues, but he prioritizes variety to avoid programming too many similar themes.
One of Sunscreen’s signature categories, The CauseTainment Award, continues to evolve. “This is a newer category, and we’re still refining the process. We’re looking for films that tell powerful stories and make a genuine impact.”
The festival honors influential local film community members, remembering those lost and showing gratitude to key contributors.
Supporting young filmmakers remains equally important. “Through our educational programming and dedicated categories, we encourage student filmmakers to be fully engaged, not just networking, but screening their work alongside established filmmakers. That experience can be incredibly impactful early in a career.”
Armer expects the festival to keep adapting as the film industry changes but believes its core focus on bringing people together will remain strong. As Sunscreen prepares for year 21, Armer says, “When you combine films, education, networking, and celebration, it becomes something far more meaningful than just going to the movies, and that’s what Sunscreen will continue to be. I hope attendees leave feeling inspired that they saw great films, met great people, built meaningful connections, and had an unforgettable experience in St. Petersburg.” •
