The twelve year old organization started as a simple project among a small group of students, community activists, and professionals who recognized the failure of the mass media and mainstream entertainment to contribute to an honest, positive image of Palestinians and their place in history and the world. At the beginning of the second intifada and in the largest city of the Palestinian diaspora, we found ourselves in the right place at the right time to develop a successful program of education, entertainment, and cultural advocacy that is connected to filmmakers and our local community.