The mission

The purpose of is to build an engaged, involved, active, and excited audience for Asian American films.

Why bother?

First, good films deserve to be seen and audiences deserve to see good films. By getting the word out, will maximize joy on all ends by getting films and viewers together. Hooray!

Second, getting more people out to see Asian American films is the key to getting more Asian American films made, thereby fighting the much-lamented negative images of Asians in mainstream American media.

Here's how it works:

Film financing requires stars. So Asian American filmmakers will continue to have great difficulty finding financing for films with Asian American characters as long as the pool of Asian American stars remains so small. But actors only become stars when they're in financially successful films. Thus, by building the audience for Asian American films, this website will make it more likely that good Asian American features will get their audiences, become financially successful, and break the Catch-22 preventing the financing of Asian American films.

The sushi caveat will refrain from tepid cheerleading, instead maintaining a critical and rigorous edge, providing information about everything but truly celebrating only what deserves celebrating.

We call this the sushi principle -- thousands of people think they hate Japanese food because they got food poisoning the first and only time they had sushi. One of our responsibilities is thus not to pretend every film that comes down the pike is prime sushi -- to do so is to lose crediblity and decrease chances of mobilizing audiences for great Asian American films in the future.

To belabor the sushi metaphor, it's worth noting that many people might not like eating the fried shrimp heads that come with amaebi. But others love those crunchy li'l guys. Similarly, not every film is for everbody. But each film should be helped to find its audience. So will strive to mobilize the appropriate audiences for appropriate films, helping to maximize each film's exposure.

Sign up for the Newsletter!

If you've read this far, you have the requisite fire in the belly and the time has come for you to sign up for the Asian American Film Newsletter. Fill out the form below and you'll be part of the team, called on to spread the word when Asian American films come to your neck of the woods. You don't even have to be Asian -- you just have to want to help get folks out to see great flicks. Incredible! Change the world just by taking your friends to the movies! What could be sweeter?