By Lorrie DeFrank
Making locals laugh and showcasing local talent are the building blocks of Monique and Adam Madrid’s two thriving businesses.
Love Our Locals by Laughing Out Loud is the motto for the LOL JAX Film Festival they created in 2016. The couple became city producers and franchise owners of the Jacksonville 48 Hour Film Project, part of a global competition, in 2018.
“It’s all about local and supporting local so local businesses will stay here,” said Monique, who is passionate about giving local filmmakers, actors, comedians and musicians platforms to display their talents and appreciate each other’s creativity.
The couple who met in high school in Jacksonville and married in 2006 were destined for theatrical success. Adam already had considerable filmmaking experience when Monique presented the idea of starting their own festival. He and some friends from childhood created Argyle Forest Films that has a feature film coming out soon. Yet he admits that he and his wife didn’t know much about starting and growing a business. With the help of JAX Chamber, they operated businesses that have outgrown two venues and are consistently filling seats and projecting expansion.
“Hey, do you think we could do a comedy festival?” Monique asked her husband during the 2016 Jacksonville Horror Showcase in the former Sun-Ray Cinema in Historic Five Points. A year later, they debuted their festival and packed the same 166-seat theater.
“Comedy is one of our favorite genres. It makes everybody happy. We wanted to create this world where everybody found use for another’s creativity,” she said. Local comedian Jenn Weeks had agreed to be resident host for the annual festivals that feature stand-up comedy and musical acts between showings of original short films. Success came fast. Over the past decade, the festival moved from Sun-Ray to MOSH’s 200-seat theater, then to WJCT Studios that seats 400. The Madrids are already planning their festival’s 10th anniversary weekend there Aug. 1 and 2, 2026.
“We’re selling out every year now,” said Adam, noting that the WJCT space is conducive to creating various sets and events. “Finally, we have something like this in Jacksonville.”
Because of their success in business and filmmaking, they were asked to be city producers of the Jacksonville location of the 48 Hour Film Project, headquartered in Washington, D.C. Adam said the international film company is the largest film competition in the world. Teams of contestants show up on Friday and receive a genre to create and present a four- to seven-minute short film in 48 hours. He shared that they had competed and bombed for several years before finally winning in 2014 with No Laughing Matter which was shown in Hollywood.
With both of their business ventures, JAX Chamber provided the direction that brought the applause.
They had been winging it, mostly using social media to get the word out about their productions, until they saw information online about JAX Bridges, the Chamber’s in-depth entrepreneurial growth program. Monique participated in Cohort 16 in spring 2022 and Adam, in Cohort 20 in spring 2024. Both agree the experience raised the curtain on how much
they didn’t know and provided the script for growth and innovation.
They also participated in Vendor Lab, a spinoff of JAX Bridges that streamlines the process for local small businesses to complete the steps to become a vendor for large agencies.
“If you can go, go,” Monique advises people who want to start or grow a business. “JAX Bridges can be intimidating when you see your peers but you are going to get comfortable. You are just as worthy.” “They give you a better understanding of what your company is and the tools to feel confident about talking about your business,” Adam added.
Because of what they learned in JAX Bridges, the Madrids made changes to their financial, marketing and customer service approaches to elevate their businesses. For instance, identifying who their customers are widened their reach. They had been targeting artists until challenges like “What about art lovers?” encouraged them to broaden their advertising.
“We are doing great thing with the 48 Hour Film Project and our capability statement legitimizes us,” Monique said. “It really stretched our mindset and our marketing. Now we shout from the rooftop all the way to the Beaches.”
“Our capability statement was huge in regard to getting the word out about what our brand is and that helped tremendously,” Adam agreed.
Financially, JAX Bridges showed them the value of planning beyond the next festival. “They taught me if you want to scale, you’ve got to figure out how you’re going to do that in the next five years,” Monique said.
Last year was record breaking for Jacksonville 48 Hours Film Project with 40 teams, she said. LOL JAX had 77 commissions last year. This year’s local 48 Hour event will be Oct. 13-15 and 22. All films are screened locally and the Best Film in each city is screened at the program’s annual international film festival Filmapalooza.
Monique has been solo LOL JAX director since 2024 when Adam became the first film production coordinator in the Jacksonville Film and Television Office in City Hall. In addition to ticket sales, the main revenue source, the businesses are supported by grants, in-kind services and volunteers.
“Small businesses make a city unique,” Monique said. “That’s what makes us DUUUVAL … and no one can say it like we say it. I will forever be grateful to JAX Chamber because it champions local businesses and small businesses to be successful here in Jacksonville.”
To contact Monique and Adam Madrid:
LOL JAX Film Festival
loljax.com
Jacksonville 48 Hour Film Project
48hourfilm.com/Jacksonville