Rushes Soho Shorts Festival, a celebration of quality over length is now in its its 13th year, has announced the programme from July 20 to 29.

The festival will open with feature documentary POM Wonderful presents: The Greatest Movie Ever Sold, directed by Morgan Spurlock. The documentary explores the potential for product placement in financing films, a source of funding that is increasingly applicable for short format work.  The film will be one of three features presented during RSSF 2011, all of which the organisers say relate directly to short format filmmakers.

148 new short films from 27 countries have been selected for this year’s eight competitive categories:  Long Form, International, Newcomer, Short Film, Documentary, Animation, Music Video and Broadcast Design. Judges for the awards include Digital Arts editor Neil Bennett. Official screenings will be held at The ICA, with tickets now on sale. These will be joined by Fujifilm Shorts nominees, with all winners being announced at the Awards Ceremony will be held on Thursday July 28.

A series of presentations will take place a the Hospital Club, Apple Store Regent Street and around Soho. At these  experienced filmmakers and leading figures from throughout the industry feed back their opinions and advice on everything from pitching, financing, marketing and distribution, to the more technical aspects of sound and film production, working with actors and script writing.  People taking part in the panels include Nexus co-founder Chris O'Reilly, DDB creative director Neil Dawson, Studio AKA creative director Philip Hunt, Agile Films head of development Kristian Brodie, and more from Pulse, Blink, Passion Pictures, and Ridley Scott Associates.

The festival is combining with BAFTA for a third year of collaboration, presenting a day of discussions, debates and declamations, with all-day screenings, talks and seminars and an industry market featuring top media and film organisations from the UK and beyond.

Films this year include the sensational teaser trailer for the gore-flecked zombie game, Dead Island and the mesmerising newcomer God View, whose shock ending isn't the only thing that contributed to its win at the East End Film Festival. The short film, Dust, propels us up into space while the animation Four burrows into the soil of changing seasons and Deeper Than Yesterday takes us to the depths of the ocean and of the human condition.

The films feature actors including John Hurt, Phyllida Law, Tim McInnerny, Dexter Fletcher and Peter Capaldi, with animations using the voices of Steve Coogan, Kevin Eldon, and Josie Long. Elsewhere, you'll find fashion designer Paul Smith, vampires stalking the streets of Shoreditch, and performances in the music video category from David Lynch, Gorillaz, Jessie J, The xx, Take That, and many, many more.