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The big rise of independent cinema occurred right in the 80s era. The 90s was when things shifted, and there were uncertain transitions happening. The studio still dominated every conversation about movies and the future of the film industry, but it was towards the end of that decade that the rise of independent films occurred. Noah Cowan, executive director of SF Film, formerly San Francisco Film Society, puts on the San Francisco International Film Festival which is one of the longest running film festivals in America. Noah says they play a gate keeping role, particularly to changes that are happening in the marketplace. Among the things that concern SF Film is how independent films have a truly independent voice, particularly these days. They want to know more about what is going on in the creative imagination of women and people of color and try to make sure that those stories are heard and get to be seen by as many people as possible to have a more global view of what’s going on.