Seven short scripts are chosen from around the world, and the winners (or losers, depending on your point-of-view) are given exactly one week to shoot, edit, and premiere their film in front of an audience of over 1,000 people. 2004 was the first year in which the festival went HD, and six of the seven short-films were given access to top-of-the line HD cameras. Something Red, of course, was the seventh film, and was instead shot on Mini-DV.
Nevertheless, the film won that year's Audience Award, and has gone on to play at a number of other national and international festivals, including the Boston Underground Film Festival in Boston, MA; the Dead By Dawn Festival of Horror in Edinburgh, Scotland; and the Leeds international Film Festival in Leeds, UK.