Stephanie and Floyd Rance are parents of six-year-old, though their child is a film festival. And this year, their Martha’s Vineyard African American Film Festival is pitching a family-friendly theme: there will be a new focus on children’s entertainment, and new limits on language in the selections.

The Rances, who own Run and Shoot Filmworks in New York city, are the organizers of the film festival which begins today and runs through Saturday. Films will be shown in Oak Bluffs and Vineyard Haven.