In an effort to recognize the ever-growing value of audience engagement, the Tribeca Film Institute (TFI) has announced via a press release its new partnership with Ford Foundation’s JustFilms initative and the launch of their New Media Fund. The fund will provide $750,000 in support to filmmakers who incorporate various forms of media platforms, including video games, mobile apps and social networks, into their movie campaigns. Their campaigns must encourage audiences to discuss contemporary social justice and equality.
During its first year, the TFI New Media Fund will select non-fiction movies that not only exhibit social change, but also “demonstrate the power of direct audience engagement and cross-platform storytelling.” In its effort to help promote these movies, JustFilms has agreed to contribute $5 million to the filmmakers over the course of five years, beginning in 2012.
Jane Rosenthal, the co-chairman of the TFI board, has praised the new partnership, saying “we have the opportunity to make an ever deeper impact. TFI New Media Fund was created to take social justice films beyond the theatre, bringing them into everyday life and allowing audiences to affect change.”
In order to be considered for a portion of the grant money, filmmakers can submit their work to tFI between April 4 and May 25, 2011. Grant recipients will be announced in September 2011, and will be required to document their journey of addressing social injustices across several different mediums.
Written by: Karen Benardello
