CPTC is apparently seeking to secure its place in our still relatively untouched film industry. There is a lot of talk about film and Jamaica now particulary with the Brand Jamaica campaign which is active now. The idea of ‘Film’ and its related industry is cool, hip, seductive and perhaps for this reason connects with the image Jamaica presents to the world. What does it really mean to say we have a film industry? Which model will be employed in Jamaica: the Hollywood, Bollywood, Nollywood, European Avant-garde approach. Maybe it will be a new aesthetic related particularly to our culture. Will it have any bearing on artistic pursuit, fuelled and funded by political and state interests, or will it be replicas of imported genres? I suppose the point I am getting at is, what does it really mean to say in Jamaica that ‘We are about film’?