Hollywood Horrorfest (July 26-29), home of the official Price Award (affectionately known as the ‘Vinnie’) is back, promising a bigger scope and redefining the indie horror festival in 2018.

It was announced today that this year’s Price Award recipient is local horror icon and living legend, Cassandra “Elvira” Peterson.

Vincent Price‘s daughter, Victoria, will present the award created specifically for Hollywood Horrorfest. It celebrates Price’s iconic legacy by “honoring an artist whose work has achieved equally iconic status.” Peterson’s unforgettably iconic creation ‘Elvira’ is definitely worthy of celebration.

Peterson has been inspired by Vincent Price ever since watching his film The House on Haunted Hill when she was in 2nd Grade. “I fell in love with that movie and Vincent Price,” Peterson said. “When it comes to all things spooky, you simply can’t beat Vincent Price. He became my hero.”

Opening Night will also feature Victoria Price’s moving and enlightening lecture on both her dad and the Vincent Price Art Museum (VPAM). The evening concludes with a rare screening of Elvira’s Haunted Hills (2001) with Dir. Sam Irvin and actors Mary Scheer and Scott Atkinson in person (more guests TBA). The film is dedicated to Vincent Price and is a loving and fun tribute to his films, particularly Roger Corman’s Poe cycle and the classic The Pit and the Pendulum.

“I couldn’t imagine a more perfect honoree for our festival re-vamp than Cassandra Peterson. She’s classic Hollywood horror personified and keep’s the Vincent Price style of horror (and humor) alive through Elvira,” says festival founder/director Miles Flanagan.

The festival programs time during every screening for filmmakers and fans to get together, meet their heroes, make deals or just talk horror. The venue is designed for socializing.

What makes the new venue particularly unique is that it also has a full (and nicely wood-paneled) bar – with quite a ghostly history. Imported from the UK in the 1920’s, it was used in a notorious and quite deadly L.A. speakeasy. “Those original speakeasy owners literally made a killing over that bar so I’ve been told,” added Flanagan.”It’s the perfect place to socialize and network during the festival. All the best deals and friends are made in festival bars. Plus the prices are very, very reasonable.”

The festival will aim to teach filmmakers “everything they’ve always wanted to know about filmmaking but were afraid to ask,” he continues. “We’ll have panels on everything you really should know both before and after you’ve made a film. Featuring sales agents, publicists, distributors, aggregators, producers, financiers and filmmakers who’ve had both good and bad deals in the past. Believe me, it’ll be a real eye-opener.”

HHF is accepting film and script entries through Film Freeway. Enter now as regular rates end on June 16.