A new fund aimed at supporting creators from the Global South was launched at the recently wrapped first edition of the Toronto Film Festival market. This initiative focuses not just on making films but also on connecting them with audiences.
The Culture Fund was created by Product of Culture, a media and marketing firm based in New York and Los Angeles. It combines philanthropic support with over a decade of experience in audience research, cultural strategy, marketing, and distribution. Rather than only funding production, the fund intends to engage at crucial points in a project’s timeline to help secure distribution, build an audience, and elevate a film’s visibility.
It will invest in film, media, and broader cultural initiatives. Starting in early 2027, it will distribute culturally significant short films digitally while assisting their creators in enhancing their visibility and networking within the industry. Submissions are currently open via Film Freeway.
“There is extraordinary work being made all over the world, and there are audiences who genuinely want to discover it,” said Archana Misra Jain, founder of The Culture Fund and CEO of Product of Culture. “But making great work is only part of the journey. So much depends on funding, distribution, strategy and people who are willing to open a door. We created The Culture Fund to bring those pieces together and to start every investment with the question most funds ask last: who is this story for, and how do we reach them?”
The launch celebration took place at TIFF Lightbox alongside Women in Film’s global programs branch from Los Angeles (WIF). Titled WIF International + The Culture Fund Present: Celebrating Global Cinema, this event attracted funders, creatives, and entertainment professionals while honoring filmmakers from the Global South as well as those from diaspora backgrounds whose works were featured in this year’s Toronto Film Festival lineup.
Andria Wilson Mirza, WIF’s director of international programs expressed that it was a privilege for them to continue collaborating with Product of Culture as they expand their influence through this new fund. “Our research shows that filmmakers don’t just need resources to get their films made; they need investment strategy and support to get those films seen,” she stated. “The Culture Fund will be a game changer for our distribution ecosystem.”
WIF started its international programs back in 2024 after receiving multi-year funding. This initiative focuses on fostering collaboration between Hollywood and creators from the Global South.
Product of Culture manages both strategy and operations for this fund. Over the past ten years, they’ve been involved with more than 100 films and projects from storytellers across over 18 countries. Their work spans cinema releases, awards campaigns, online platforms as well as community outreach initiatives. In addition to independent productions internationally recognized titles like Netflix, Amazon, Universal Pictures Sony Pictures HBO Lionsgate Magnolia Pictures Neon have collaborated with them too.
The fund is actively supporting films during this awards season by investing resources into building audiences enhancing visibility along with industry outreach during critical times.
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