Even in tough times, people want to see movies.

That theory certainly proved true during the Depression, and it seems to be equally valid now as the Santa Fe Film Festival — which runs today through Sunday at various venues around town — gears up for its ninth year of movie screenings, panel discussions, film-related workshops and parties.

Sales were down just a bit at the organization's box office, 519 Cerrillos Road (once home to Club Luna), as of Tuesday, according to Jon Bowman, executive director of the festival. By this point, the festival can usually count on ticket sales numbering 20,000 to 21,000. This year, Bowman said, it's somewhere between 18,000 and 19,000 tickets.

"We're busy," Bowman said. "It's really not down horribly, but it's not quite at the same levels as the past two years. We're seeing fewer VIP passes being sold to out-of-state visitors. They're not canceling their tickets, but they're making choices that reflect they're skittish about spending money."

Bowman said Hollywood industry trends — people choosing to see light-hearted fare for a temporary escape from the uncertain economic times — are being reflected here. "A lot of movies (in the festival) cover serious themes," he said. "The artists want to talk about it, but audiences want to laugh and get away from it."

Thus, one of the already-sold-out favorites is the documentary Wiener Takes All: A Dogumentary, a humorous and historical look at dachshund racing. Likewise, the docudrama, Louisa May Alcott: The Woman Behind Little Women, is also close to selling out. Bowman said the festival expects to add additional screenings of both movies.

This year, roughly 250 films (including short subjects) will screen during the five-day fest, which kicks off with a gala presentation screening of Sunshine Cleaning at 8 p.m. tonight at Regal DeVargas. The dark comedy features Amy Adams and Emily Blunt as sisters who run a cleaning business that specializes in mopping up blood-soaked murder scenes. The screening will be followed by an opening night party at the Cowgirl Bar and Grill.

Bowman co-founded the festival nine years ago, recalling with amusement and pride that the first year's budget was $120,000 — "And we only had $60,000!" The budget now hovers around the $350,000 mark, he said.

"We have definitely learned over the years what our audience wants to see," Bowman said. "While it's always been eclectic and diverse, certain threads are always more dominant than others, and we try to reflect those themes." The festival's "Art Matters" series, for instance, always plays well in the arts-crazy town of Santa Fe, he noted.

Program director Steve Rubin said the festival provides a rare forum for both film artist and patron. More and more films are being made, thanks in part to the digital revolution, but that doesn't mean the number of cinematic venues (outside the Internet) is expanding, he noted. At a film festival, filmmakers can see their work screened and often interact with the audience, Rubin said, adding about 90 percent of the filmmakers plan to attend this year.

And, of course, there will be celebrities. Aside from the three festival tributees — actor James Cromwell (Babe, L.A. Confidential), cinematographer Vilmos Zsigmond (McCabe and Mrs. Miller, Close Encounters of the Third Kind) and composer Howard Shore (The Lord of the Rings trilogy) — a few unannounced film stars are likely to pop by, Bowman said. He wasn't saying who, but did note they are actors who are currently working on a project in New Mexico.

Though the festival runs through Sunday, the climatic highlight is the Milagro Awards Ceremony (4:30 p.m. Saturday at the Scottish Rite Center). There, tributees will be honored with the festival's Luminaria Awards. Awards for participating filmmakers will also be announced at the ceremony.

Bowman, a self-avowed insomniac who loves movies, acknowledged he's looking to bow out gracefully as director after next year's 10th anniversary. After that, he said, "I'd like to be around — but just at the parties."

Check out www.santafefilmfestival.com for schedule and ticket information, or call the box office at 989-1495.

Contact Robert Nott at 986-3020 or rnott@sfnewmexican.com.