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Los Angeles, CA (February 11, 2011) - Veteran industry executive Ava DuVernay has announced the formation of the African-American Film Festival Releasing Movement (AFFRM), a new theatrical distribution entity powered by the nation’s finest black film festival organizations.  The collective will theatrically release quality independent African-American films through simultaneous limited engagements in select cities.

The inaugural presenting black film organizations are Urbanworld Film Festival with Imagenation in New York, Pan-African Film Festival in Los Angeles, ReelBlack in Philadelphia, BronzeLens Film Festival in Atlanta and Langston Hughes African-American Film Festival in Seattle.

“In essence, what we’re doing is empowering ourselves by distributing our own images.  There are robust black film organizations all over the country.  Our goal was to organize ourselves into a releasing entity, and our mission is to support black cinema in a very specific way – by offering a handful of black indies a theatrical release,” explained DuVernay.  “We simply want to offer African-Americans quality black films, while at the same time create a safe haven for filmmakers of color to share their stories, their way.”

The first AFFRM release is slated for March 11, 2011 with the festival award-winning feature, I WILL FOLLOW.  Starring Salli Richardson-Whitfield and Omari Hardwick, with Blair Underwood and Beverly Todd, the film is an official selection of AFI Fest, Chicago International Film Festival, RiverRun Film Festival and winner of Urbanworld Film Festival for Narrative Audience Award.