So Tugg is partnering with New Balloon, a cross-platform media company focused on advancing innovative storytelling technologies, to invest marketing and distribution resources for social impact projects. They will form a multi-million dollar Event Cinema Fund. Through the fund, both companies will provide high-impact investment capital, expertise, and other resources toward marketing and distributing culturally significant films.
The Event Cinema fund is a reaction to what, “looking back, looked like missed opportunities,” Gonda told me at the Art House Convergence in Midway Utah. “We could have expanded success by putting the right resources in place early.” Sometimes movies lacked the right champion to push forward initiatives with other organizations that might have yielded more success.
Specifically, the fund will seek to promote films that engage and inspire audiences to cultivate healthy discussion, strengthen community, and strive towards positive change. Each film should demonstrate a direct relationship with its audience through some of the following: crowdfunding campaigns, regional and national organizational support, and corporate partners. Furthermore, each film should show a willingness to innovate through original means of storytelling, hybrid distribution models, and an understanding of the importance of community-driven screenings toward their overall campaign goals.