This whole thing has been very poorly organized and advertised, but it looks like there are some fascinating films coming up in the series.
http://www.jacksonvillefilmfestival.com/fest_guide.php
I agree. The event had some real potential a few years ago but seems to have fizzled. One of the films being shown is "That's What She Said". It's gotten pretty mediocre reviews but the director will be in town for the showing and has a Q&A scheduled.