The Hong Kong International Film Festival (HKIFF) has announced that the 34th edition of the festival will run over 16 days in 2010 (March 21-April 6), compared to the 23-day run it had this year.

Festival organisers said the move was aimed at further developing the effectiveness and organisation of such a global event.

“After a successful HKIFF this year, we aim to further enhance the festival-going experience by focusing film activities within a concentrated period of time,” said HKIFF executive director Soo-wei Shaw.

The HKIFF has traditionally extended its run to cover the lucrative Easter holiday period when Hong Kong audiences enjoy a four-day weekend. In 2010, the Easter weekend takes place early from April 2-5.

The festival also announced that the Asian Film Awards, also organised by the Hong Kong International Film Festival Society (HKIFFS), will take place on March 22. Meanwhile, the Hong Kong Asia Film Financing Forum (HAF) is scheduled for March 22-25, 2010.

This year’s HKIFF, which wrapped April 13 with the screening of Jia Zhangke’s 24 City, screened 338 films from 50 countries, including 19 world premieres, 17 international premieres and 33 Asian premieres.