IFC and Aquafina have been partnered for nearly six months in an ongoing web-based contest for emerging short filmmakers called Media Lab.

Centered on a homepage devoted to films uploaded by the filmmakers, which can then be viewed and voted on by the public. The most highly rated and popular films are then aired on IFC's cable network. Additionally, the site contains blogs and filmmaking resources for the growing cadre of "amateur" auteurs.

Aligning with IFC's mission to support the indie community and to allow new voices in cinema to be heard, Media Lab is taking many of the elements of Converse's Brand Democracy and putting them into action in a novel and exciting way. In addition to the online community based at the Media Lab website, there is a myspace page for the contest with nearly 1200 friends and growing...

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