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Organizers of the third Okinawa Movie Festival have decided to go ahead with the 10-day event, skedded to start Friday, despite the devastation wrought by the March 11 earthquake and tsunami.

Following the quake, dozens of biz-related events have been cancelled or postponed — a traditional Japanese response to a disaster or tragedy called “jishuku,” which means self-restraint.

Fest is the creation of Yoshimoto Kogyo, an Osaka-based talent shop specializing in comedy. It said in a statement that the fest is “not about self-restraint but action” to help the quake survivors. It has been repurposed as a charity event to benefit quake relief.

In addition to its Laugh competition for comedies and Peace competition for dramas, the event will present pics made around Japan, including Okinawa, with local partners.

However, the Okinawa Contents Bazaar, intended to bring together Japanese broadcasters and foreign companies for co-production meetings, has been called off after reps from CAA and New York-based producer Notional, which had been helping Yoshimoto coordinate the project mart, pulled out as a result of the U.S. State Dept.’s travel safety recommendations.