Personally, I think that it is important that people, both within Jamaica and who are apart of the Diaspora, recognize that a Jamaican's creativity do not exclusively end nor begin with music. We are a visually stimulated people, which explains most Jamaicans fascination with films especially those with a little bit of martial arts in them. Jamaica has a history of being site of many feature length films. The most famous of these being Cocktail, Live and Let Die, Cool Runnings and How Stella Got Her Groove Back. However while the local film industry unfortunately suffers from a lack of funding it does not suffer from a lack of enthusiasm. This was very evident at the 2010 staging of the Reggae Film Festival. A weeklong celebration of local or locally inspired films was on display at the Jamaica Hilton. Sadly, because of my schedule I was not able to attend all of the nights but the night I was present, I was treated to two particular films that left somewhat of an imprint on me. Ruffin' Tuff:FOUNDERS OF THE IMMORTAL RIDDIM and NO NOT ME were shown in the middle of the night proceedings. Ruffin' Tuff, a documentary of Jamaican music from the fifties, was directed by Shizuo "EC" Ishii, a Japanese producer who works in the reggae music industry. Highlights of the film include interviews with industry stalwarts such as Gladstone Anderson, Lloyd Parks, Clive Hunt and King Yellowman. NO NOT ME is a short film, directed by noted video director Ras Kassa, which took a somewhat different approach in educating people about HIV stereotyping. The energy I saw in and around the festival will definately stand the Jamaican film industry in good stead for the future. Hopefully next year the organizers of the event will get the support and backing they deserve.