NORTH TONAWANDA — Nothing in life offers a greater reward than seeing one’s baby grow up.

After three years of laboring to get his film festival off the ground, Bill Cowell is one proud papa.

Cowell founded the Buffalo Niagara Film Festival in 2007 as a way to promote and revitalize Western New York. In the days leading up to this year’s festival, which begins Friday at the Riviera Theatre, the festival has received coverage as far away as Illinois, California and Iran while attracting several major movie players.

“It’s growing fast. We’re getting much attention, a lot of credibility,” said Cowell, a local filmmaker who owns the production company Captures Entertainment.

The 10-day festival kicks off with the two-day “American Graffiti Super Fest,” which will celebrate the 1973 coming-of-age comedy. A classic car show will keep the streets around the Riv blocked off Friday afternoon, with “Graffiti” star Cindy Williams set to appear to introduce screenings of the film and answer questions.

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Completing the 1950s re-creation will be waitresses on roller skates handing out vendor items and prizes throughout the afternoon, Cowell said. Plans originally called for there to be a replica of the Mel’s Drive-In set from the film, but “we couldn’t intelligently attach it to the building without making adjustments,” Cowell said.

Also on hand at the Riv will be Lou Gossett Jr., who will appear Friday and then introduce his latest film Saturday afternoon before taking audience questions. Having two Hollywood heavy-hitters on hand in North Tonawanda suits Frank Cannata, the Riv’s executive director, just fine.

“It’s kind of fun for us to bring in these nationally known figures,” he said. “It creates more opportunities for people to become aware of the Riviera Theatre.”

But while the Riv will also play host to Sunday’s tribute to veterans — featuring war-themed films throughout the day — much of the festival action moves to Buffalo next week. All week, the Market Arcade Cinema will host screenings and panels, including a marketing panel to be hosted by Dick Delson. With more than 60 Academy Award-winners among his clientele, Delson headed the PR efforts for “Graffiti” and “Jaws,” paving the way for legendary filmmakers George Lucas and Steven Spielberg in their breakthrough efforts.

“You’d be amazed at all the films that this guy’s released,” Cowell said.

A few more national names will also have a presence. Hilary Duff and Ving Rhames are two Hollywood actors whose films will be shown during the festival, while Muhammad Ali and Condoleezza Rice will be among the documentary subjects of screened films.

Duff’s feature, “What Goes Up,” makes its world premiere at 7:15 p.m. May 8 at the Market Arcade, and co-stars Josh Peck and Max Hoffman are among the expected attendees, Cowell said.

While Hollywood will make its presence felt throughout the festival, the event will retain a decidedly Western New York flavor. Among the dozens of local films to be screened is “Poundcake,” a comedy revolving around a family’s divorce, that was co-written by Town of Tonawanda native Kevin Logie, who now lives downstate.

This debut effort from Logie, who also co-produced and starred in the feature set and filmed in Buffalo, keeps the local edge he wanted it to have.

“Growing up here, it was a dream cone true to be able to work on my first feature film in my hometown,” said Logie, a Kenmore East High School graduate who once worked as an announcer for the New York Lottery. “This film honestly couldn’t have been made anywhere else.”

Since debuting last fall at the AFI Film Festival in Los Angeles, “Poundcake” has made the festival rounds and claimed several honors, including the Audience Award at the Florida Film Festival. In an ironic twist, one of the film’s stars, Kathleen Quinlan, made her screen debut in “Graffiti.”

Contact Paul Laneat 693-1000, ext. 116.