FAQ

We are a new program that promotes fresh strategies to grow audiences for independent film releases. We do this through awarding grants for bold experiments around distribution and marketing, and by providing educational resources for film teams to encourage a renewed focus on audiences. We will also release case studies and data publicly so that the field as a whole can learn from the successes and failures of our grantees.

Our long term goals are simply larger audiences for independent cinema as well as audiences that are more representative of the U.S. population. In a challenging time for our field, our strategy is to offset the risk of testing new methodologies to strengthen the engagement with thought-provoking films in our culture.  

We are currently focused on U.S. theatrical and non-theatrical releases.

To apply for a grant, you must:

• Be a for-profit or nonprofit  organization or entity that can demonstrate previous experience distributing and marketing independent feature films. 
• Include a specific film or film slate in your proposal.  
• Be willing to share back available data around the proposal’s success.
• We prioritize entities who have demonstrated that they value diversity in race, gender, sexual orientation, and those with disabilities, as well as applicants who look to expand audiences from traditionally excluded communities.
• Streamer/studio owned entities and vertically integrated companies (those that fund, produce and distribute films) are not eligible. 
• We do not accept applications from individuals, or individual film LLCs at this time.

Funding can be used for a range of assets or activities as part of a larger innovative strategy including, but not limited to, physical marketing assets, ticketing schemes, AI audience identifying strategies, engagement of specialized marketing experts, travel, in person activations, new partnerships, curatorial conceits or social media tools.

Funding is limited to a single proposed project and must be applied to new, non-core activities of the organization applying. 

Grant funding cannot be added to P&A budgets when determining the threshold for filmmaker payouts and residuals.

The following factors are considered in reviewing applications:

• Originality of the audience-building concept. We are looking for proposals that are bold, engaging, and adventurous
• Potential for the methodology to succeed in growing audiences
• Level of experience of the team as relates to the proposed activity
• Suitability of the film or films as they relate to the proposed activity
• Public value is at the core of the proposal

One recent example is the theatrical “pay-it-forward” model used by Angel Studios which allowed viewers to purchase a ticket for others as a gift to see the film free in theaters. The model was aimed at expanding accessibility to audience members who could not afford a ticket.  This technique has now been launched in a new form by Gathr which added a feature to provide the purchaser with transparent real-time data as to when and how that ticket is being used.  This innovation is a particularly successful example in demonstrating how one experiment can be used as a model to benefit other releases and therefore has the potential to strengthen the entire distribution ecosystem.

Danish company Publikum is a service for audience research combining AI and anthropological insights from early-stage script development to distribution, to help film teams target specific audiences.  

Letterboxd will be offering a tips and tricks document for potential grantees.

Kinema is a social cinema platform that provides a SaaS platform for filmmakers, video storytellers and theatrical distributors to launch and run global screening tours, as well as a marketplace for them to connect with non-theatrical exhibitors, influencers as hosts, and audiences directly. 

The goal of TMIF is designed to generate larger and more diverse audiences that can broaden the cultural conversations in our society and support a healthy plurality of viewpoints. The work of TMIF is not focused on inducing tangible change based around the subject matter of the films. Impact activities such as changing viewers’ minds about a topic, or working towards policy change, will surely have a better success rate with larger audiences. However, we do not fund proposals that center this type of work.

Current funding support is limited to feature length films, with a minimum runtime of 60 minutes. There is no maximum runtime. The films can be documentaries, scripted, or hybrid films. Short films and series are not eligible at this time.

You can apply for a grant amount from $5,000 to $50,000. The amount you apply for should not exceed 50% of the overall marketing budget for the film or films.

We will open applications on August 12th and accept proposals and award grants on a rolling basis.  Grants will be evaluated and funding awarded with a short turnaround. Applicants will hear from the evaluation committee within 60 days of their submission.

No, this is a grant, not a loan. So long as the terms of the agreement are observed the money doesn’t have to be paid back. However, it’s a pilot program and may be modified in future granting rounds once we begin to evaluate results.

Applicants will report audience data and a short narrative outcome based on metrics identified at the outset of the experiment. We will provide an easy-to-use form tailored to each grantee.