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For decades, southern Alberta has been one of the film industry’s best-kept secrets. We've got the sweeping coulees, the iconic High Level Bridge, and a downtown that can double for almost any era. But for a long time, bringing a production to Lethbridge meant navigating a maze of red tape without a central map (it may have just blown away). That all changed with the launch of the Screen Lethbridge initiative in September 2025.

A new, or perhaps just renewed, way of and reason for attending the cinema is the only way it will survive. One that delivers memorable, tangible, meaningful and transformational experiences; practical social currency and fosters genuine community growth for audiences.

We are not less valid, talented, capable or visionary if we live in a smaller/less active filmmaking jurisdiction. I see this "attitude" so often in our industry. People in LA discount people in Canada. People in Vancouver and Toronto discount filmmakers and actors in Calgary. Then those same people who complain about that truism in Calgary turn around do the same thing to other filmmakers in Grand Prairie, Red Deer, Lethbridge, Medicine Hat, Fort Macleod, etc.