Pamoja Film Initiative is a non-profit joint venture between Dada Productions, the audiovisual attaché of the French Embassy and Themescape which recognizes the importance of film and film criticism. Mr. A. Tyagi (Themescape) and Ms. W. Kahiu, A. Marano (Dada productions) are the PFI managing directors. PFI aims to create a discussion group that actively deconstructs films in regards to the themes, techniques, story-lines and stylistic choices that the filmmaker has made. It views films in their context (when and where they were made), with an aim to strategically criticize why the film was made, and how relevant it is today. PFI also seeks to encourage filmmakers to think about what film-making elements are best suited to their own stories, ideas and themes that they want to portray.

PFI aspiration is to:

• Encourage film-critics to think about film as literature
• Create a forum for filmmakers to criticize and deconstruct local scripts for production to ensure success of their own projects