India Film Festival of Alberta (IFFA), administered by the Edmonton Movie Club (EMC), which was formed in 2012 with the objective of “bridging cultures through cinema.” In the summer of 2015 EMC started the India Film Festival of Alberta (IFFA), to showcase films made by independent film makers from India and Canada, as well as by the smaller film industries of India. The festival format allowed EMC to bring films from a wider range of languages (ranging from eight to twelve each year) and cultures, and a wider range of subject matter, to bring film directors, actors, and screenwriters to interact with the audience in the form of after screening Q & A sessions, panel discussions, and master classes. In addition, EMC collaborated with local cultural organizations and artistes to present song and dance performances and food festivals. All these ingredients together culminated in a grand celebration of Indian culture. IFFA has been held annually every summer since 2015.