http://en.wikipedia.org/wiki/Setsubun
And here is some info about Ishite-ji:
http://en.wikipedia.org/wiki/Ishite-ji
Ishite-ji is temple 51 of the 88 famous Buddhist temples on Shikoku. Many, many people every year make a pilgrimage here to visit all 88. The pilgrims are called o-henro-san. I see them all the time because often they are dressed in very distinctive wear. Even these days some do it all on foot. I talked to a man in 2009 I met at Zenjibu-ji temple in Kochi-ken and he said that for most people it takes about 5-6 weeks doing it on foot. Many these days do it by car or even on a tour bus that takes them all around over several days though. Here is some info about the pilgrimage:
http://en.wikipedia.org/wiki/Shikoku_Pilgrimage
I put 22 photos in the Japan/Japan 9 gallery on my website, but here are just a few random ones. I moved around while there and took photos of various parts of the ceremony.

Preparing to throw o-mochi out to the waiting crowd:

Throwing the o-mochi:

Starting the bonfire:







