Theatrical exhibition company Tugg Inc., the movie marketer that allows fans and creators to choose the films that play in theaters, has partnered with Elizabeth Koch’s New Balloon cross-platform media venture on an initiative to help market and distribute culturally significant films, big and small.

Their new multi-million dollar Event Cinema Fund will provide capital, expertise, and other resources for select films that promote positive discussion and community-building. Eligible projects should also demonstrate a relationship with an audience through crowdfunding campaigns, the support of regional or national organizations, or corporate partners. The Event Cinema Fund is also looking for films that utilize innovative storytelling, hybrid distribution models, and community-driven screenings to get the word out.

Mobilizing and connecting moviegoers is how Tugg works, after all. The web platform allows fans and creators to book films into theatrical engagements when a minimum number of interested ticketbuyers is met. In a few years’ time Tugg has grown its library to over 1,500 studio and indie films while building a network of nationwide theatrical partners including Alamo Drafthouse, AMC Theatres, Cinemark Theatres, Studio Movie Grill, and Regal Cinemas. Last month Tugg closed Series A funding via Broad Green Pictures.

Tugg and New Balloon will offer their Fund partnerships to studios, mini-majors, distributors, and indie filmmakers as a supplement to traditional distribution models. Deals will be announced in the coming months.

“We’re thrilled to announce this partnership with New Balloon. The goal of the Event Cinema Fund is to match selected filmmakers – whether a studio or independent – with premium marketing resources and strategic partners custom-tailored to each campaign’s specific goals and opportunities,” said Tugg co-founder and CEO Nicolas Gonda, who with Tugg will be actively considering opportunities at the Sundance Film Festival.

“The Event Cinema Fund launch is a significant milestone in the movement to re-establish the collective movie-going experience,” added co-founder and COO Pablo Gonzalez.

“New Balloon is dedicated to supporting innovative content and technologies that have the potential to bring about positive social change and our partnership with Tugg fits well with these objectives,” said Kristi Kendall, New Balloon Executive Vice-President. “We’re also looking forward to forming highly-productive and impactful, long-term working relationships with the innovative storytellers and entrepreneurs who will benefit from working with Tugg and the Event Cinema Fund.”