Before we began our careers in Media, we had a dream of showcasing indie movies.
So in 1996 we began what would soon become our DNA. We began showing movies in bars. So every 3rd thursday of the month, there we were showing a dozen projected movies in various santa monica bars.
We guerrilla-marketed the event to the top. We had a handy stencil and spray can, and tagged the city "MOXIE!SMFF"
The city was never going to fund us because they were backing an annual film market event call AFM. Seemed they felt threatened by us.