The Guanajuato International Film Festival (GIFF) is one event that makes San Miguel de Allende a center of international attention each year, bringing together directors, producers, actors, scriptwriters, filmmakers, and the general public.

Traditionally, the night begins with a kermés—named after the red dye used for decorations and derived from an insect of the same name. The festival begins in the oldest neighborhoods of the city, where people meet, share a meal, sing, dance, and prepare for the big event.