⁠Celebrate Auteur Filmmaking: Honor the unique visions of filmmakers
Amplify Singular Voices: Provide a platform for authentic narratives
⁠Cultural Heritage: Rooted in norteño traditions of the Kumeyaay people in Baja California
⁠Sanctuary for Expression: Create a safe haven for open dialogue
⁠Depth Over Distraction: Prioritize meaningful engagement over fleeting content
⁠Combat Brain Rot: Resist superficiality of social media and promote thoughtful viewing
⁠Champion Slow Entertainment: Invite audiences to experience films that are soul-nourishing
⁠Inspire Future Filmmakers: Make filmmaking careers accessible to all and break down barriers of elitism
⁠Local Focus, Global Welcome: Serve primarily the local public while embracing an international audience
Emotional Experience: Ensure every film evokes genuine emotions, sparking reflection